Luxury lingerie brand Simone Perele arrives on The Parade

Ntina Asanopoulos has been in the intimate apparel industry for more than three decades and has worked with high end French label Simone Perele for almost half of that time. A family-owned business started by a young corset maker in post-war Paris, the brand is known for crafting garments of elegance and refinement, with each bra made from around 35 separate pieces. 

“Simone Perele is all about its customers and Norwood is a very well-balanced community hub where everybody cares about each other, so I knew a lingerie store of our calibre would work really well here,” says Asanopoulos, who oversaw the opening of the brand’s flagship store on The Parade on April 28. 

“This business is based around the fact that women deserve underwear that gives them self-confidence,” explains the store manager. “We want to empower women and help them feel beautiful in their own skin. Our whole mission is to give women self-confidence with the perfect balance of fine French corsetry and passionate staff members who care about how each customer feels.” To that end, every one of the trained corsetières in the store marries extensive knowledge of fabrics and bra composition with a genuine passion for what they do. 

The lingerie itself stands out thanks to the company’s ongoing commitment to using the finest French designs and fabrics, including hand-sewn guipure and Chantilly lace. And the meticulous attention to detail during the crafting process allows Simone Perele to offer a 100% fit guarantee. 

As we grow, our bodies change and so does the best fit, which is why the store allows customers to keep a digital record of every purchase so they know when they’re due for a refit. “We want our customers to be happy and we don’t mind them coming back,” explains Asanopoulos. “We’ll do whatever we need to make sure they’re comfortable.” 

It’s all part of her mission to convince customers that good lingerie “is not an extravagance; it’s a necessity that helps you feel good and comfortable at all times. In the same way you need good quality shoes, you want well-made intimate apparel that feels good because you’ll be wearing it most of the day.”