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The Co-founder of Lingerie label Agent Provocateur, Serena Rees, recently spoke to Elle UK about her fashion Ethos.

The Co-founder of Lingerie label Agent Provocateur, Serena Rees, recently spoke to Elle UK about her fashion Ethos.

1. DRESS ACCORDING TO YOUR PASSION: Your style reflects what you feel passionately about. For me that’s femininity and lingerie, so my style is sexy and glamorous. 

2. KNOW YOUR BODY: Dressing is a balancing act of accentuating the good and hiding the bad. 

3. LOVE YOUR LINGERIE: My family moved to Seattle (It was so unstylish then!) when I was 11 years old. Returning to London at 13, I went shopping with a friend for black lace bras. I instantly felt different - it was empowering.

4. FIND THE PERFECT FIT: Lingerie is the foundation for how your clothes look. The cups of a bra should sit flat against the skin for a smooth shape.

5. QUALITY IS KEY: Comfort comes from good quality components: the fabrics, hooks, fastenings, and even the underwire casting. Good quality lingerie should be washed by hand as it keeps the shape and fabric in the best condition.

6. THE SECRET TO BEING SEXY: Lingerie and high heels - it’s as simple as that. I always wear heels, even to walk the dog.

Elle UK, June 2009.