Founded in 2013 by Naomi De Haan, Edge o' Beyond is a young British brand that produces luxury UK made lingerie with a twist. We spent five minutes with Naomi to a get a glimpse inside the lingerie world.
How did Edge o' Beyond come about?
I have a degree in French and Economics, I worked in the music industry for a year in Paris and then I had various jobs including some photography work for a film and researching for a French documentary. All of these things have helped me develop the brand. You can see a lot of influences from my time spent in Paris with all the beautiful architecture and gold details!
The first step was to design a collection that I believed was perfect and that I couldn’t find anywhere else. I have always loved lingerie, lace, jewelry and all the delicate pretty things, so I decided to combine all these things! EOB combines lingerie with jewelry creating something that hasn’t been done before! Then it was onto the business plan…. less fun!
Have you always been interested in fashion?
Not really… I was a bit of a tomboy when I was little, Mum couldn’t get me in a dress! My Mum is very stylish, creative and has always been doodling fashion sketches around us, and my grandma used to make all our pretty outfits for us 3 girls! But really I fell in love with lingerie around the age of 16 when I bought my first Agent Provocateur bra!
What have been the highest and lowest points on your journey so far?
Highest… There have been so many. But in the last few weeks, Nicole Kidman bought our Karis dress, that was pretty cool! That’s actually one of the pieces you carry in W&B. She was shooting in it for a campaign that we aren’t allowed to discuss yet… but she fell in love with it and they bought it for her! There have been so many highs!
Lowest… I always say there is never a day that goes by without something going wrong. There are constant complication and barriers, whether it be issues with production, lace running out, fabrics turning up late, loosing patterns etc. A funny low (now… not then) are all the perverts you meet at trade shows! So many men go to these things just to stare at the lingerie and the models… We have met some very amusing characters…
What was the inspiration behind your latest collection?
Our latest collection is AW16 which we will be showcasing at W&B Notting Hill on August 13th. I am inspired by my family as well as everything around me! Each range is named after a family member, so I try to create something that suits their personalities.
Do you ever struggle to stay inspired?
Never. There is so much I’d like to do, there is never enough time in a day! I’d like to create a mastectomy range and a swim range soon.
Where is your go-to meeting spot?
Notting Hill’s Electric Diner! Bloody Mary’s, burgers and wifi.
How would you describe your customer base?
Loyal, contemporary, feisty and fierce.
Is there anyone you would love to see wearing your designs?
Don’t get me started… Ashley Graham, Rihanna, Beyonce, of course! A princess just bought a lot from us, but I can’t say who…
What are the morals you run your brand by?
We make all our lingerie in the UK which I love. It’s great to support a diminishing sector. Fit and quality are two of the most important things to us and making here in the UK help us get these two things perfect.
Do you have a mentor?
My Mum and Dad!
What apps keep you sane?
Sonos, Spotify and Instagram. I love my music, so this is a constant in my life. I’m currently trying to find a track for our next video campaign. Then instagram is just addictive isn't it…
If you could only wear one piece from your collection, what would it be and why?
Probably the Karis dress, that way I wouldn’t be arrested when I left the house, the rest is probably a bit too risqué to wear alone in front of the British public… I wore the Karis dress to a ball the other night and it was perfect!
What’s the biggest style mistake you’ve ever made?
My brother bought me crocs for my birthday a couple of years ago, they came with a little shark fin accessory to clip on the top of one foot and a love heart on the other...
Is there another designer whose work you particularly admire?
In the lingerie world there are so many! I have fallen in love with Nubian Skin! We help each other out a lot and it’s nice to have a partner in crime in the lingerie world.
What’s the best piece of advice you’ve ever been given?
You can have your cake and eat it.
What drew you to Wolf & Badger?
I live in Notting Hill, it’s where our offices are based and where we design and create all our samples, and W&B is just the cutest shop around! I love all the other designers stocked in the NH store - I come in regularly for gifts.
Where do you see the brand in 5 years?
Hopefully we will have expanded into swim, mastectomy, have more RTW, be in even more countries and have our own store!