About Us

A B O U T    T H E    B R A N D


eLai creates fashion-led luxury lingerie and nightwear that are worn to be seenEach collection has a strong directional narrative. It reflects a specific character
and explores certain fetishes. Also carrying our signature style throughout each collection by striking a balance between playfully coy and confidently flirty,
between an elegant sensuality and fearless eroticism, and between indulgence and practicality. 
We aim to produce fresh innovative designs with attention to details, a bit of kink and a scintilla of naughtiness which retains sophistication. 
All of our products are sourced and produced in BritainEach product is made-to-order as every single item is handmade by designer in London to ensure the
highest quality finishing (Even our labels are handmade one by one in house!)   
“eLai’s ability to gauge what women want to wear, what they’d dare to try on and what they might not know they want until they see it gives
each collection a wonderful depth but also an easy, approachable feeling. There’s an empowering and liberating tone to each look, as much as
there’s also a pleasant nonchalance—this is lingerie that doesn’t take itself too seriously, but still looks and feels fantastic on the body.” 
TACK Magazine


A B O U T    T H E    D E S I G N E R

Specialising in luxury lingerie and nightwear,  Eva Lai launched eLai after graduating from London College of Fashion with first class

honour in BA Fashion Contour in 2012. Her graduate collection was featured on vogue.co.uk and tatler.com. Trained in intimate

apparel designs, she looks after the entire process from design, pattern cuting, to garments construction for all eLai's collections.


"Every now and again, a lingerie designer takes my breath away. In a good way – a very good way!...This collection is as
varied as it is stunning, with a cohesive look yet a variety of styles to suit many shapes."  Rarely Wears Lipstick 
"Her awesome AW13 line of luxury lingerie, nightwear and other intimate apparel pieces is both captivating and directional." Tamar Kendall from lingerie-stylist.co.uk   
"I think the eLai pieces are intriguing and surprisingly wearable. I loved the boldness of eLai’s debut collection and I can’t wait to see where it goes"The Lingerie Lesbian

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