Fantasie Lingerie Celebrates 10 years of JJ cup bra, Belle!

This summer marks 10 years since Fantasie lingerie launched its most popular long standing collection, Belle. Celebrated by many as an ‘old favourite’ Belle was first designed in 2001 as a fashionable lingerie range available up to a JJ cup.

Fantasie, being the first in the market to develop the well loved “balcony shape” to compliment the “full cup” bras available, designed Belle to provide an everyday comfort solution.

In 2001 the first Belle colours to hit shops were black and white, which immediately became best sellers. This was followed by Rose for AW02, and Violet and Red for AW03. The most popular and best selling colour for Belle has been Smokey Blue, which is currently in stores and still selling.

A firm favourite with Madonna, who was seen wearing Belle in black, the collection has proven it can stand the test of time appealing to fans ranging in their twenties just as much as fifties upwards.

Jo West, Head of Fantasie Design said: “We are thrilled that Belle is still going strong. Belle is Fantasie’s real success story. After 10 years we are still designing and even more importantly developing the whole collection here in the UK. The benchmark of 10 years is a testament to how far we have come, as well as showing that the demand for Belle is stronger than ever. Just last year we saw record sales of Belle, for 3 consecutive months.

Jo continued, “For AW11, we are premiering Belle in an exclusive shade of Cherry, which has been especially selected for the 10 year anniversary by the Fantasie team. Belle will also be available in Bamboo, white, black and silver.”

More specifically, over the past 10 years Belle has been a record seller for many major stores including, John Lewis, Debenhams, House of Fraser and key independents throughout the UK. Belle is also now stocked in 31 countries worldwide. Over the last 5 years Fantasie has seen over 1,291000 sales of Belle and an increase in numbers sold since 2008.

Sharon Webb, Head of Buying and Design for Debenhams revealed: “We’ve always stocked Belle in every colour. Belle continues to be the best selling Fantasie bra in our departments.”

Whilst independent store owner and Belle stockist, Sadie the Bra Lady said: “I’ve stocked Belle since it was first launched and will continue to do so. It’s one of the best bra’s I’ve fitted on customers.”

In addition to bra’s the Belle collection by Fantasie also offers a selection of beautiful matching co-ordinates.

Fantasie is owned by Eveden, the UK’s leading lingerie manufacturer, a company that was founded in 1920.

Tracy Lewis CEO of Eveden is available for interview if required. Please contact