by Jodie Shepherd


Fashion September 26, 2017

Late last week Playful Promises unveiled their new campaign with renowned US plus size blogger Gabi Fresh, and it’s beautiful; Playful Promises are a leading independent London lingerie and swimwear brand. Gabi Fresh is an inspiring ambassador for the curvier woman, celebrating her shape with confidence and style.

The collection was created with the aim to alter some of the misconceptions about size and beauty in the fashion world. So it’s no surprise that body positivity is a value held closely by both.

Playful Promises as a brand, was first fashioned in 2004 by Emma Parker; a lingerie addict who dreamed of her own dress-up boudoir. Thirteen years later, Playful Promises has grown both in size range and design. “We create sexy, fashion forward lingerie for A-G cups, and UK 8-28”, Emma Parker said, speaking to us about the brand. “We believe that all women and femmes deserve to feel seductive. No matter their size. We work with a wide range of models to ensure that most women can see themselves reflected in the brand. We’re constantly working on our diversity to try to push the lingerie industry as a whole”. Playful Promises work with agency models, as well as those who are unsigned and specialise in pinup; “Anyone that has that certain cheeky seduction that represents Playful Promises”.

This led up seamlessly into speaking about the campaign with Gabi Fresh. PP launched their Curve Collection in 2016 with a number of styles selling out in the first week. They’ve since added plus sizes into almost every collection. “We loved seeing what Gabi has done in the swimwear market, and more recently the fashion market, for plus size options. So we see our collaboration as a natural progression of our ethos to make sexy, fashionable lingerie for all body types”, said Emma Parker. “Our values are very closely aligned with Gabi’s in terms of design style and the philosophy of promoting body positivity. Therefore it was a natural brand fit!”




“There’s definitely a big hole in the market in terms of sexy, yet wearable plus size options”, Emma Parker said, with Gabi Fresh adding that as someone who wears a HH cup, it’s always been an issue to find bras that aren’t boring and basic. “I need sexy and stylish options that are also supportive!” she said.

Emma continued to say that the majority of what’s currently out there, is either cheaper erotic styles, or shapewear. “We wanted to create sets that can be worn every day without covering up too much”.

“As her first foray into lingerie, Gabi has a lot of ideas of what she wanted from the collection”, she continued. With the designs at hand, the classic Playful Promises aesthetic, such as strappy details and harnesses, was incorporated. There has been a great response from customers already, and although prior to this, the industry hasn’t served Gabi Fresh well as a plus size woman, things are moving in the right direction. “But”, Gabi added with a hint of frustration, “I still feel generally left out of the cooler and younger options at my size”.


Playful Promises is a brand that is about taking risks with design, and making statement pieces, “and that is exactly what the GabiFresh brand is about”, Gabi added. “If I design anything, from swimwear to clothing, it will never be basic. I love that Playful Promises isn’t afraid of taking those risks with their designs”.

Speaking of her inspiration, she cited cage trends, and a moodier, darker vibe as the base for the collection. “I love sleek black lingerie, and black doesn’t have to mean basic or boring. Like it has in the past. Playing with textures and design elements like sheer, lace and straps adds a lot. It makes the lingerie impactful. Great lingerie makes me feel confident and sexy. Even under clothing. If I’m going about my day wearing sexy undergarments, I walk with my head held a little higher”.




“Our aesthetics are so similar when it comes to design”, Gabi said as we spoke about her vision working with Playful Promises. “I love so much of what they are already producing. And I was a customer before this collaboration because they really are one of the only brands doing amazing and innovative things in lingerie for a wide range of sizes. I love how directional and risking taking the brand is”.




The new Gabi Fresh collection is available to purchase online at and


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