Success Hacks: How to build a Lingerie Brand from scratch. Q&A with Chloe Hamblen, CEO of Lascivious

Success Hacks: How to build a Lingerie Brand from scratch. Q&A with Chloe Hamblen, CEO of Lascivious

Sometime in 2008 an offer came through my agents to collaborate with an’ exciting and provocative lingerie brand- Lascivious, who’ were looking for illustrators’ to design a playing card that would’ form their infamous ‘Love’ deck of cards. Little did I know this would be the beginning of a friendship and an ongoing collaboration with the founder Chloe Hamblen and her beautiful lovechild: Lascivious.

Lascivious lingerie has become synonymous with innovative, sensual, sophisticated, surprising, and always an inspiration. An invitation’ for women to explore their bodies, a tool for women’ to accentuate their femininity, a reminder that a woman’s body is to be admired, not shamed and boxed into prejudiced’ full body knickers. Lascivious is liberating and indeed stylishly provoking.

Over the years, Chloe continuously humbled me with’ a contrast of tranquil confidence,’ and passion for her craft and business, always fuelled with a burning’ desire to collaborate, to surprise in order to produce something more grand, more interesting, more daring’ than she alone could achieve. Joining forces with leading specialists across the industry, from leather masters and artisans to celebrated photographers and designers,’ Chloe has been able’ to evolve her brand to a’ world leader status.

Sold in most iconic department stores and boutiques across the world, through unique style and persistence, Lascivious has been keeping itself at the forefront of the buzzing industry with a reputation of a strong British brand. This summer, Lascivious have launched their brand new swimwear line, which we are very excited about!’ The campaign was photographed by my talented brother Peter Karpushin.

We talk to’ Chloe about’ what it’s like to run a brand in a team of two, whether it’s worth paying’ ‘£9000 a year in a Contour degree and why’ it’s paramount to know the legal side of business right from the start.

Having previously undertaken work experience with brands such as Agent Provocateur, Myla and Alexander McQueen, and the’ Dutch lingerie designer Marlies Dekkers in Holland, why did you decide to start Lascivious? How has the original idea of the business’ evolved into where you are now?

When I started out innovative and provocative lingerie was very limited, there were only a’ handful of brands that were doing something different. I was very lucky to work for some’ really inspiring people during and after my studies and I think I just thought, I can do this.’ I have remained quite true to my original vision but developed our style along the way.

Are you formally trained? Education in the UK has dramatically risen in the last 10years, are there alternatives do you think to investing 9K per year to specialise in lingerie’ design? Apprenticeship for example?

I am formally trained. I gained a first in Contour Fashion from DeMontfort in 2003 and I do’ think the technical knowledge that you gain from that education is very desirable for my’ particular industry. The competition has increased massively, there are probably at least 3′ times as many Contour Graduates as when I studied the course, so you need to ensure’ that you stand out ‘­ even if you have the education to back you up that may not be’ enough. If you spent that time interning, working and gaining real experience and’ connections instead (ability and connections are probably your best assets) there is no’ reason that you couldn’t be successful.’ There is also a lot of pressure now to have a great online portfolio or presence, it really’ does make a difference and I would recommend doing it as early as possible. There are’ many routes, you just have to be tenacious

Tell us about your creation process’­ from idea to final product.

I’ll usually work very physically, so I will pin things to the stand, write lists and make’ doodles, I might create a mood board on Pinterest. Then I will create a pattern and’ sample ‘­ I’ll often have an intern or freelancer to help with this. We may sample 2’­4 times’ before we are happy with a design and fit. After this we will grade the patterns to different’ sizes and create a technical pack of measurements and drawings. We then send the’ garment to the factory for them to create a pre’­production sample for us to approve (after’ we have sourced everything we need, from elastics to hooks and eyes and components).’ Once we have the final samples we shoot the garment on a mannequin, on a model and’ then in a more creative campaign shoot. Once the products arrive we do a quality check’ and send them to our distribution centre ready for sale.

How big is your team?

I have just myself and my right hand girl Sophie, who deals with sales and press.

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Photographer:’ Peter Nikolai,’ Art Direction:’ Chloe Hamblen‘ &’ Peter Nikolai,’ Model:’ Ellen Monohan‘ Hair and Make-up:’ Meghan Nguy‘ Stylist:’ Clara Savon

How important is collaboration for you personally and for Lascivious?

I think it forms a part of my personal and business philosophy. I’m never going to be the’ best at everything, I happily accept that and it is so inspiring and motivating to work with’ other creatives. I think its incredibly important to learn from one another, produce’ something fresh and gain a new perspective ‘­ in life and work.

What do you love most about running your own business?

I love having the ability to create my own future.

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Photographer:’ Peter Nikolai,’ Art Direction:’ Chloe Hamblen‘ &’ Peter Nikolai,’ Model:’ Ellen Monohan‘ Hair and Make-up:’ Meghan Nguy‘ Stylist:’ Clara Savon

What has been most challenging?

Cash flow.

Do you have a mentor or a muse?

Not really, sometimes I will create something for a specific muse, but I don’t have a’ mentor. I have a variety of amazing women in my life that continually inspire me, I’m very’ lucky.

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Photographer:’ Peter Nikolai,’ Art Direction:’ Chloe Hamblen‘ &’ Peter Nikolai,’ Model:’ Ellen Monohan‘ Hair and Make-up:’ Meghan Nguy‘ Stylist:’ Clara Savon

What resources would you recommend someone starting a creative business of their’ own?’ 

It entirely depends what kind of creative business they are trying to start, but people with’ experience in the area you’re interested in are always the best resources.

What are the 3 important lessons you would advise someone starting their own’ brand?

1. Work out if there is a market for what you want to do. Its great to start something, but’ does anyone actually want it? What is unique about what you are doing?

2. A brand is about an entire lifestyle, not just a product ‘­ everything you do must feed into’ that lifestyle and reinforce the brand.

3. Understand the legalities and get this sorted out early on, there is a lot of boring stuff’ you will have to learn along the way and it’s not avoidable. If you can get some good’ advice and put things into place to protect yourself initially it will help later on.

There is always an element of experiment, playfulness, grace, surprise within your’ collections. Do you think lingerie is a way to empower women? A way to give a choice’ and a voice to their bodies?

Thank you! Yes absolutely, I recently wrote a post for our blog about ouvert/crotchless’ knickers and my annoyance that they are often viewed as sleazy. My point was that’ actually lingerie offers women a chance to frame and cover areas that they want to, it’ allows them to control how they will look in an intimate situation and offers another’ dimension to play for both partners.

What does success mean to you?

Finding happiness.

 

49 comments

  1. Lindy

    After reading all the comments I believe the goal has been accomplished by posting the “apology” as FS has done. It was a smart business move to gain tons of attention / link clicks no matter which side of the fence opinions fall to. Don’t believe me? Look how many comments it has generated! That was the goal for the “apology” folks. I took the bait just like y’all. 😁

  2. Carol Finck

    Gee I am really sorry I didn’t get to see the article that caused all this commotion. People are becoming so sensitive to everything it’s a wonder they can even go outside their homes.
    I for one will continue to purchase my linen from Fabric.com and please don’t let a few ruin it for the rest of us. If there is and
    article about a person designing clothing and making a success of their business, please run it.

  3. Laura Graham

    I liked the swimsuits designed by your friend Chloe. The article was an interesting insight into a woman who designs sexy lingerie which was definitely alluded to in the name of the company. When I come upon an article I am not interested in, I just click away. Easy.

  4. Kim Logan

    For heavens sake … have you seen the latest swimsuit styles?! Have any of the offended readers taken a look at Pinterest lately? Not only do (beautiful) photos like the ones mentioned show up but lingerie tutorials are very popular! In addition check out some of the prom/homecoming dresses girls are wearing! Or cut out tees. I’m not offended. I simply choose to skip over them and find my style!

  5. Carla

    Shout and slap down those you offend – CUSTOMERS you’ve offended. Silence them. That’s this society’s way, granted, but it is not, nor has it ever been a professional, BUSINESS way. It’s beyond unprofessional and has rendered FS unreliable as a supplier, from my perspective. Perhaps the socially self-righteous will double their orders to make up for any loss this may cause or perhaps society is so far gone that it will not affect sales at all. I don’t know. I hadn’t actually begun ordering bolts, so you haven’t lost anything with regard to me, and having withdrawn my own dog from this fight, altogether, I no longer care about the financial health of the FS Enterprise nor whether or not there will continue to be an affordable source for linen.

    Good luck.

    1. Pat

      I don’t think FS did “shout and slap down those you offend”. FS was very polite and professional. I am also a business professional and if, as a business, you do all you can to be true to yourself and courteous to client input then you just have to let go of some customers or potential customers with best wishes. You canNOT please everyone but you can be professional and true to yourself. Kuddos to FS.

  6. Jo-An

    personally, i saw nothing wrong with the article and was not offended. there was no need for the company to apologize or to censor the article. i thought it was interesting. it would have been more so if the beautiful young lady had shown examples of her lingerie that were made of linen – since this is a site dedicated to linen. articles like this are of interest to those of us who have small side businesses and may be interested in doing more with them. for those who complained – enjoy the blessing of the articles & tutorials we receive as the blessings they are.

  7. Ercil

    I am very disappointed to find the images removed. Lingerie is a incredibly challenging construction and design wise. I would like to see ALL the original photos and I wonder if there is a way to accomodate this. There is a strong move among young women to wear lingerie for themselves , because THEY like it. It is strongly parallel to the moment in time when scandalous women wore bloomers. This is not about sexualizing themselves. I am keenly aware of this through my 24 year old daughter and her friends. It is a subject of discussion I’ve had with them more than once. It was new to me, but they felt that lingerie by their choice is a form of independence and a statement that they can wear what they want when they want without men or others opinions. It is a unique point of view that we need to be aware of in young women. It is akin to the idea that a woman can wear a short skirt if she wants too without being judged as wanting sexual attention, but rather that she likes short skirts.

    The other side is that I applaud Chloe for her very hard work in creating a company that meets her needs and creates something for which there is a definite market. Her work is excellent. Her construction of her garments and engineering of them (yes, engineering) is fabulous.

    I am saddened that this website has felt so much pressure and succumbed to people censoring images. People shouldn’t be offended by the human body and I am absolutely positive that the images in question were beautiful photos. I am sorry dear website that I love, that you were put to such trouble and stress.

  8. Julie JC

    I do not accept the apology that was sent today as NO apology was needed. There is absolutely nothing in poor taste in this post, except for the narrow minded comments.

  9. Jen Kubeck

    I am very sorry that you caved to pressure from those who couldn’t see the value of the original photographs as part of this particular story. No business, no publication, has an obligation to censor their creativity lest they “offend” a few readers.

    Those afraid that their children might have been standing next to them when they opened the article – are you planning to stand by your child’s side throughout their entire life, covering their eyes when the view offends YOU, filtering the world for their delicate sensibilities? I doubt it. No, your obligation to your children is to teach them that the world is a place where they will encounter both pleasant and disturbing things, and to give them the tools to make their own choices about how to respond to it.

    The photographs were appropriate to the subject of the interview. The article is the lesser for their removal.

    Next up – Michelangelo’s David is just standing there with his dick hanging out in public, for the whole world to see. Quick, grab a chisel and hammer!

  10. N. Bradford-Reid

    I’m sorry to have missed the photos under discussion, but frankly, having actually seen pornography as part of an investigative study, I can with 100% confidence assure you that the photos were not pornographic. Even a full nude is not porn unless placed in the proper context and setting (not to mention position). I’m genuinely sorry and somewhat disturbed that so many women are ashamed of the female form. As for your precious kiddos seeing the images…let them. Explain to them that we all have these attributes and bodies should be treated as something beautiful (no matter the size or shape), natural, healthy, and part of life, not something to be covered and shamed.

    Masha, I’m only upset with you for capitulating to the whingeing of small-minded people.

  11. Carrie Lee

    We live in a time when anything said, written or expressed cannot be criticized or judged without reproach. The readers who found the article and pictures offensive have the same right to express themselves as the writer and those who enjoyed the article. Shaming them for their differing opinion with terms like “log cabin” or “you’re probably jealous you don’t look like that” or the commonly stated, “there’s far worse out there” shows you’re not for artistic expression but worldview conformity. For the writer to apologize followed by a “however” is not a sincere apology. It was asked in one comment “why are you so offended?”. To which I reply, I’m sorry you aren’t.

  12. Essi

    This is a great article. The pictures are just fine and that some people don’t like them is not a reason to censor all the rest of us. If I don’t like something, I don’t look at it, but it’s not my business what someone else likes. As for children–be realistic, how many children are looking at this site? But lingerie is something SO lacking in the home sewing instructional field, and it’s something I’ve spent a LOT of time searching–for patterns that look like something besides nuns’ underwear. THANKS for putting this out for us. Please don’t stop because of a few complaints. Put a warning up for the squeamish, and let the rest of us enjoy the articles, get ideas, and maybe make some of these marvelous creations ourselves.

  13. Hilary Catron

    I did not have time to read this interview until today. I’m extremely cross that a few readers have succeeded in hacking out the substance of the piece by pressuring to have photos removed before I saw the examples cited. How else do you show lingerie, except on real bodies?

    At some point grown-ups are allowed to talk about grown-up things. Since lingerie is a key component in how even modest clothing fits, I would have thought this a perfect topic for women who sew.

    Is there a website where grown-ups can see the complete interview with photos?

    1. Heidi W.

      Here, here! I’m a grown woman able to close a web browser window should I wish, or avoid an article that discusses lingerie or women’s bodies.

      I would also love to read an article about strong women making their way in the world, creating beautiful lingerie. We need more stories like that.

  14. MAB

    Oh well, if you couldn’t tell from the thumbnail that it was lingerie or swimwear you shouldn’t blame the advertiser. It seems any lingerie showing items being worn might be considered unacceptable out of context. I saw this read a bit and decided not interesting to me. But not necessarily objectionable or deplorable. I teach high school. My mother taught 10-11 year olds, and said she could always tell when the boys discovered the art books…and that is certainly ART?

  15. Jeanene Miller

    While I am not offended per se, I look to your site for help and ideas for linen, as that is how I found you and have continued to follow your company. I would have much more appreciated an article highlighting someone who is using LINEN to create such garments, not to “show off” the body but for comfort and health. Thank you.

  16. Marilee

    The images with this blog entry are semi-nude sexually provocative, yes, but NOT pornographic as it’s commonly defined. Just because the images were of a super skinny model in a skimpy bikini, it doesn’t make them pornographic. They are just examples of the all too common advertising and promotional practice of objectifying the female body.

    My issue to this article is that it doesn’t involve creating with linen and I seriously doubt it’s very useful, inspiring or relatable to the majority of people who read The Thread or buy their linen from Fabrics-Store. So, read or don’t.

  17. Jane Henderson

    Well darn, the first time I don’t open “The Thread” the day it arrives and I miss all the fun! I am sorry you felt compelled to bow to the pressures of the censors. I love your products and love your blog ( have been using French seams everywhere since your very good tutorial and am looking forward to learning how to make a pattern) It is an extra bonus to learn about companies and the people behind them . That said, there is often stuff that turns up in my inbox one way or another that offends me and here is my trick to deal with it; it may be of help to others finding themselves in the same situation: hit the little ” x” on the keyboard or the ” delete” button, the offending material just disappears… It is amazing!
    Please keep up the great work!

  18. Nataliia

    I don’t usually comment, but I was surprised by the apology sent out by Fabric Store. Upon review of the article, I don’t see anything objectionable that it is not in Sports Illustrated in the Swimsuit issue, or in the Victoria’s Secret Catalog, or the internet. It would seem reasonable that no one needs a warning if the article is about a business called “Lascivious”. Just don’t click on it.

  19. Carla

    Obviously, there’s a market for lingerie and while I am not offended by anything in this article, this is not the place for it – which I would have expected to be obvious to a business person. From my perspective, this is a “You’re fired” move. To so openly trash the good will of my business? No. If you want to make a social or political case of some kind, there are venues for that.

    This wasn’t a mistake. It’s a chip on somebody’s shoulder. It’s so illogical, from a business standpoint, that it’s…I don’t even know what it is. I suddenly find myself viewing FS, as a potential suppler, from a perspective of “no faith”. And I still can’t quite believe it. You don’t get to tell others what is and isn’t acceptable. And in a niche business like this…holy moly. I am not impressed. And it’s still here – on your site. A personal statement on a business site…I’m sorry. It’s so unprofessional that…well…as I said. No faith. And now you are shoving it in everyone’s face.

    I don’t need an apology but, If I did, It would not be accepted. There’s no coming back from such a blunder. I would have to see a logical and professional address of the situation. Not some kind of ass-kissing PR apology.

    1. Carla

      I don’t know who moderates the comments on this blog but a copy of my comment is also going to the business side of Fabric-Store.com. So refuse to post it if you like. It matters not.

  20. Genevieve

    Really ladies? What porn….my goodness. The photos here are far less provocative than you see in many catalogs or roadside billboards, not to mention prime time television. I found the content in this article interesting and informative, exactly as intended by Masha. Thank you for The Thread!!
    G

  21. Katherine

    I just wish I would look as fabulous in the brand as the model….and suspect some others wish the same thing…!!!??? Happy to see a wonderful company such as yours (I love your linen and use it for my little company..perfect…) supporting and promoting other people’s work and vision. Can’t imagine what rock the naysayers have been hiding under, the photos are not atypical of lingerie or bathing suit shoots. Pornography? Apparently some people have not left their log cabin in the woods for the last 50 years? I enjoy your tutorials and the projects you share. Love your linen. And while I wont be squeezing my middle aged butt into any Lascivious Lingerie anytime soon, it is a wonderful line, a great story and maybe I should get some and hang it up as inspiration. I am as opposed to objectifying women as the next feminist, but I am also opposed to going to the other extreme…. Bodies are bodies, are beautiful and we like to clothe them creativly out here in the 21st Century…. after rereading some comments I realize I missed “more graphic images”, but I stand by what I have said here completely… Good luck with this, I’m spreading the word about your marvelous fabrics and friends who make interesting undies!

  22. Betsy Sansby, family therapist

    Censorship is far more damaging to society than anything Masha has chosen to include on her own blog. No matter how anyone feels about the images she chose to include, she has a right to include them in her post about starting a lingerie business. No one is forced to read her posts. A Victoria’s Secret catalog is far more evocative than anything in Masha’s article. I think having a discussion with your kids about images of women in the media would be a lot more productive in the long run than sweeping the path for them by hiding any images that offend you.

    1. Carla

      You don’t get to decide that for people. What is the matter with you? FS is a REAL business in the REAL world. This is…I don’t even know what it is…surreal…it’s as if this lingerie woman has kidnapped the site-owner’s child and this is the payment of some kind of ransom…a linen suppler, for crying out loud…surreal.

  23. AmyCat =^.^=

    I’d have been more interested in an article on using fine linen to make, say, camisoles and petticoats and similar “vintage” or historically-inspired lingerie… but can’t see anything wrong (much less pornographic!) in this article. Some folks are just prudes, I guess…

  24. Anne Barbour

    I think it’s useful, not destructive, to have these conversations. If we don’t, we can’t process and define for ourselves as individuals and a culture the difference between honoring women’s bodies versus objectifying them. What we do know is that our culture does awful thing to girls and their body images. But is censoring what we look at and what we can safely wear the answer? I don’t know. But if we don’t talk about it, then we can’t figure it out. ps I just read somewhere that the average dress size in the US is 16.

  25. Laura D. Field

    WOW ladies. I am a modest person (many times considered a prude), yet I also feel that it is okay to decide for ourselves what we would like to wear. I personally like “sexy” garments, mostly to be worn at home. But I stand to ask: “Why are women so uptight when lingerie on thin models are displayed?”

    I personally like looking good for my husband. I like looking sexy for him. How I treat him, respect him, and spice up our play time for him keeps his focus on me. This is not pornography nor does it objectify women. Our bodies are beautiful and we should be able to enjoy wearing something fun and sexy. A healthy relationship will keep our men from having wandering eyes. Plus, there is nothing more fun than to wear something beautiful and sexy under our clothing during the day, as well as to share with our spouse later in the day.

    I have three daughters, all brought up to be modest, wearing 2-3 layers when necessary. But now that two are married, I like that they enjoy being sexy for their husbands. But they are still modest when out in public.

    I thought I was a prude, as I think it is distasteful for overweight women to wear clothing that does not complement their body. I don’t even enjoy thin women showing more than necessary, along with the young girls walking to school showing off more than I could even imagine a parent allowing. Women objectify themselves.

    This article/interview was meant to inspire. To allow us to reach beyond what we ourselves might not have thought to achieve. I am not looking to expand my business to create lingerie, but I have done lingerie prototypes for a company, and yet I was inspired by this article to make some new items for myself (and husband).

  26. Cherie

    Oh for goodness sakes people–women are far worse than men when it comes to sexualizing our bodies. WHY can’t we wear whatever we want under our clothing as well as for our clothing? WHY can we not have access to it in the real world without people turning it into something it is not? This is a woman who recognizes the fact that if you feel comfortable and beautiful in your underwear (some of which I wish were swimsuits as they are lovely) then you will feel good going about your day and that there is a need for it. This is how she created and developed her business-which is the message. The who, what, where and why of it. For those of us with chronic illnesses which include living with pain daily-this company offers us another option that I didn’t know even existed which just might make going out to eat, to the doctors,etc a tiny bit more bearable which is huge. Stop turning something designed to make us feel good about ourselves and human into something else. If you don’t like it–then just close out and move on instead of trying to control the flow of information especially for those of us where treasure learning about new companies, designs and more. We all have the power to control the delete button and move on-please use it and stop bashing a good, innovative company with good people and products.

  27. Bronwyn

    You’re doing a great job Masha!
    A good read, and beautiful photos. I am always pleased to find The Thread in my inbox. I’ll be buying linen from this site for many years to come.

  28. Sharyn

    Glad to see you have pulled the most graphic photos. Your customers expect your newsletters to be family friendly and this one was not. As a progressive woman, I am also disappointed to see the glorification of the skinny ideal for a woman’s body and making women mere sexual objects. As a business owner, I was surprised to see you putting out something that does not push your brand forward, but instead risks alienating your core customer base.

    Thank you for re-thinking this article and similar articles in future. Your customers are interested in topics that inspire, give ideas, and make us think creatively. Your fabrics are so wonderful and high quality.

    1. Heidi W.

      As an adult woman with a fully-functional, educated mind, would there happen to be a link to the *full* story, complete with all the original images? They might or might not be to my taste, but I would like the ability to judge for myself rather than have my world edited to suit another person’s aesthetic sense.

      I agree whole-heartedly that your fabrics are very high quality and lovely, with every intention of remaining a very satisfied customer. I buy all my linen from you for re-enactment and (definitely over-weight) personal life sewing (does that make me part of your core customer base?) However, the dumbing-down of this particular article was alienating. I’ve always enjoyed your articles and tutorials, even when they covered something so shapeless (boxy) and modest that it made my 14th century kirtles look positively racy. I was looking forward to seeing the polar opposite of that article, with all the images. Alas, some of the content seems to be missing.

      It is my fervent hope that all of your future articles will be fiercely and wholly in your own voice and to your own taste, without dilution, even if that means super-thin women in lingerie, or garments with room-to-spare, or even pets-in-parkas.

  29. Catina

    I really enjoyed this article and found the photos to be quite tasteful, and things I could actually wear without feeling self conscious. There is actually a lot of coverage- and even some nice tummy concealing it needed. I know these are not swim suits, but just as a comparison, any beach I have ever been to is full of G-strings, thongs and bikinis that do not even fully cover the bust- and all that is in PUBLIC. These photos were not posed with a male standing watch in the corner or even in a bedroom. The women appear strong and independent showcasing the pieces. I also enjoy that this brand is owned and operated by a woman, which is inspiring. Not a story of men objectifying women, but a story of a woman empowering other women.

    While I can see where some may feel this subject and the photos to be a bit shocking to feature, at the same time I applaud the editor being brave enough to show a different perspective with a positive message about the subject. How many times have we seen woman objectified images with no story and no positive message? In this article, I do not see that as the case.

  30. Anne

    Very inappropriate. Q and A is fine, however, there is no excuse for the images that crossed the line from lingerie shots to pornographic images. So sad to think you have to stoop to sensationalism, and distressing to see the quality of this publication go downhill.

      1. Anne

        I’ve been an artist long enough to understand that beauty is in the eye of the beholder. Frankly, for me and I’m sure many others like me, these crossed a line. I’m wondering who the “we” is in your reply. Do these images follow the editorial policy of fabrics-store.com? Our company has purchased a tremendous amount of linen from you for the last two years. If this represents the values of the company, that’s sad. It doesn’t represent mine.


        1. Author
          Masha Karpushina

          We as a company, as a family, are interested in how companies operate, companies which have reached a world wide success by hard work and interesting means. We admire this company as it has been started from scratch and is respected across the globe, provoking- yes, perverse- no, it showcases a unique insight into how this company was brought to its height. We are very supportive as Chloe is a friend and a colleague. The point of these interviews is to show to those who are interested in very specific fields across the industry- how business is run behind the scenes. Photos are not the point. It’s the message, that’s important.

          1. Shelley Carda

            It was not the non-tutorial aspect of your lingerie interview that was offensive, it was the nasty photos. If photos are not the point, then don’t show them, especially not the soft porn ones. Your message was tainted, and your defense of what you sent out makes all your emails suspect.

            You are free to admire whom you will, but if you are sending emails to me, the next smutty email will be our last business encounter.

          2. Christina

            I wish I had the eloquence to say the outrage I feel at the thought that even something as inspiring as a woman’s success story needs to be censored because a woman’s body is shown in its beauty as an illustration. This very objectifying and shaming of the woman’s body is what we have been fighting for a 100 years. Why is this still even an issue? Are people really afraid their sons are going to rush and obtain Threads for the pornography? That the story will make anyone feel so bad about themselves their lives will be altered forever? Seriously?

      2. Beth Linder

        Oh, my goodness! People have been trying to claim that pornography is artistic for a long time. Do you really want to be on the side of the argument that claims that the objectification and marketing of women’s bodies is ‘artistic’?!

        What if my young son or daughter had been standing next to me when I opened this?

        NOT cool, guys. NOT cool.

        1. Pat

          Wow. What condemning and prudish views. You are entitled to them as others are entitled to admire photos that show beautiful women in beautiful garments. I am a larger women and I strongly believe women of all sizes should be unafraid of their bodies. I am a business owner in the advertising industry and these photos or garments are NOT glorifying skinny women or sexually objectifying them. These are NOT pornographic images. Why are we supposed to be ashamed of our bodies or others bodies? I send support for both Fabrics-store.com and Lascivious. You go girls! Don’t let critics hold you back from empowering women to love and celebrate themselves.

        2. Hilary Catron

          You’re asking a valid question, which no one can answer because your complaints destroyed the interview’s integrity. What if a child does see a naked body? Your reaction seems likely to teach that child shame about their very basic self. Is that worth perpetuating?

  31. BR

    I love your fabric, your customer service, and especially enjoy “The Thread.” I have been looking for an easy camisole pattern to make so I could wear it under my clothes this winter. I was delighted to see something on lingerie this time in “The Thread.” Chloe isn’t making these designs out of linen. In the future, I would appreciate a warning before this sort of article. Thanks much.


    1. Author
      Masha Karpushina

      Hello, this was not a tutorial, but an Interview with a woman whose brand we highly admire. The subject line clearly states it’s a Q and A, rather than a tutorial. I’m sorry you didn’t enjoy it. We always state whether our article is a tutorial or another kind of feature, in the subject line as well as the email/ facebook. Thank you.

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