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alice kass

all images courtesy of Alice Kass

I had stumbled upon Alice Kass through the magic of Instagram, discovering their feed of edgy looking women with even hotter lingerie.  The freshly launched online multibrand shop kept beckoning me with lacy, sheer and mostly black pieces.  Scrolling through Instagram one morning in bed I saw a post stating: Kayleigh Peddie's Frances bra will be discontinued.  That yanked me out of bed and I ordered the super comfy bra right away.  Ok, so I had ordered the wrong size! But an exchange was brokered with ease and speed by founder Sabrina Cassis, a former womenswear buyer at luxury retailer SSENSE.  I had a chance to chat with Sabrina about sexy lingerie and how to dress down your satin and lace bodysuit with denim shorts (#casual).

What place or gap in the market were you looking to fill?

There really is no curated lingerie website for cool, fashion girls at the moment. They're either buying their soft bras from designer labels like Alex Wang or Helmut Lang or they are substituting quality for style and opting for bras from the big name lingerie shops or chain stores. Personally, I don't identify with the women on the Victoria's Secret catwalk who wear brightly coloured push-up bras, and neither do any of the women that I know. So I wanted to create something that reflected our lifestyle and need to express ourselves via clothing right down to our underwear.

What kind of product do you seek out?

I'm not a girly-girl when it comes to clothes, so I want my underwear to have an edge. I'm not into the frilly stuff but I'm not going to go into extreme bondage wear either. After doing a lot of research, I discovered all these amazing independent labels online and wanted to give them a place to come together where they could be featured in awesome editorials as opposed to just a boudoir setting. My goal is to offer my customer the best, most fashion-forward pieces that are still affordable and wearable on a daily basis, not just for special occasions. 

So what's the best piece of lingerie you own and why?

Best piece of lingerie? I'm obsessed with the Kayleigh Peddie high-waisted Rina thong. It's just such an obvious shape yet I haven't seen this cut anywhere else! Perfect for high-waisted jeans and under tight dresses. Also, I'm super into bodysuits these days. The L'Agent Marisela is super versatile and can be dressed up under a blazer or dressed down with denim shorts.

Thanks Sabrina! I'll be back for more...