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    • Starting a brand

    Lingerie & Swimwear Tech Packs: Why They’re Essential for Your Brand’s Success

    Yelenadesigns April 10, 2025

    Launching a lingerie or swimwear brand comes with countless technical steps — and skipping over a proper tech pack is one of the most common and costly mistakes new designers make. A tech pack is your production blueprint, and without it, even the best ideas can fall apart during sampling or manufacturing. In this post, I’ll explain why tech packs for lingerie and swimwear are not only essential, but the…

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  • Yelena Designs Lingerie and swim technical Designer and Pattern Maker
    • Starting a brand

    What you need to prepare before starting an intimates brand

    Yelenadesigns February 1, 2024

    If you believe certain women are not having their needs met and you want to change that, then you are the perfect person to create your own intimates brand! So, you are probably here because you already have an idea for an intimates brand, but maybe you feel a little apprehensive on where to begin and how to get the ball rolling (as this isn’t exactly common knowledge!) Well don’t…

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  • Yelena Designs Lingerie and swim technical Designer and Pattern Maker
    • Manufacture

    The 3 things you need before you can get your lingerie or Swimwear collection manufactured

    Yelenadesigns February 1, 2024

    Don’t expect to just be able to walk up to any factory and get your brand under way. Nope, factories will not take you seriously if you do not have the right things in place before-hand, as they are very busy and want the best clients too! You need to prove to them that you are serious on creating a brand and not just creating one sample and then ghosting…

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Can we talk about the word expensive for a second? Can we talk about the word expensive for a second? Because I think we’ve all been conditioned to see it completely wrong and especially as independent fashion brand owners. Swipe through, I’ve got thoughts 👉 And tell me in the comments, has this ever happened to you? #ethicalfashionbrand #indiefashion #fashionentrepreneur #fashionfounder #sustainablefashionbrand
Most independent founders design collections they Most independent founders design collections they love. They choose colours that excite them, styles that inspire them, details that feel special to them… And there’s nothing wrong with loving what you create. (If we don’t like what we do then what’s the point after all?!) But… loving your collection and knowing your dream customer wants it are two completely different things. The high street spends millions on trend forecasting, customer research and data to make sure what they produce sells…. You don’t have millions — but you have something far more powerful. 👉You can actually talk to your customer. You can ask them what they want, what they’re missing, what they’d pay for without thinking twice. Most independent founders never do this. They design in isolation and launch into silence wondering why nobody is buying something so beautiful. Your dream customer is out there. But if you’ve never taken the time to understand them deeply…what keeps them up at night, what makes them feel incredible, what they’ve never been able to find on the high street, then you’re essentially launching blind. And a blind launch is the most expensive mistake an independent founder can make. I’ve been there too which is exactly why I don’t want this to happen to you… I’ve got something coming soon that’s going to show you exactly how to find and connect with your dream customer so your next launch doesn’t go to the wrong people. 👏 #fashionbranding #newfashioncollection #indiefashion #productlaunch #fashionentrepreneur
I’ve got a secret, and most people don’t get it bu I’ve got a secret, and most people don’t get it but I don’t care because I value it deeply! I spend thousands a year on my health. I don’t take vitamin C tablets from Tesco for £2 with bulking agents in, I take premium supplements. Organic, medical grade, the best quality, with each bottle costing anywhere from £20-£60. I don’t want cheap supplements. I want the best for my body because I value my health deeply. Tesco can tempt me all they want. I won’t be touching them. And this is exactly what your dream customer is thinking when you discount your premium products just like the high street. If you can’t get sales without discounting, it’s not your price that’s the problem. It’s your branding, your messaging and your connection to your dream customer. And that’s exactly why so many independent founders launch to silence... not because their product isn’t good enough, but because their dream customer never felt connected enough to buy. If you’re about to launch your first collection or tired of the same results every time you drop a new one then… I’m working on something new and you’re going to want to see it. 🙌 #lingeriefounder #swimwearfounder #fashionlaunch #independentfashionbrand #indiebrand
I always wanted my own handmade lingerie brand. I always wanted my own handmade lingerie brand. I absolutely loved designing and knew if it was made by me I could make much more creative garments than any shop ever could. It brought me so much joy to design, experiment, pattern draft and size grade my own creations. Knowing how much effort I put into making them, I was sure I’d be making a full time job from my brand in no time... but unfortunately it didn’t happen. When I launched my new collections I’d take beautiful photos, often modelling them myself which was fun and not as scary as you’d think. I’d spend hours editing and choosing the best ones then set up the listings and tell my Instagram audience my collection was coming tomorrow! I was too impatient to wait any longer, I just wanted to get it out there and start making orders for people. I posted one of the photos (I didn’t want to post them all at once and use them up lol) and then I’d sit there waiting for the sales to come in…. The reality... crickets. 😳 I didn’t understand, why is no one buying? I spent months perfecting this collection, the designs were so unique, the materials were premium and the fit was the best I could get it without it being bespoke, the packaging was also eco friendly! I started to think, what’s wrong with me? What have I done wrong? I punished myself because this was supposed to be the business I always wanted but I couldn’t even sell on the first day of launch. I got a few more sales after a week and I thought, I suppose that’s better than nothing. I cracked on with those and forgot about the launch day until the next collection release…. I look back now and give myself a hug. Of course I couldn’t sell my collection, I did absolutely no launch prep whatsoever, I didn’t even know what a dream customer was, and I was ultimately copying what the big brands were doing. Thankfully I learned why I got crickets and what every brand owner should know. If only I had known that back then, things may have gone a very different path for my handmade lingerie brand. 👉 Follow me to know what I wished I would have known back then. #fashionfounder #fashionbusiness #fashionlaunch #businesswomen #founderlife
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