Sshh! Don’t tell everyone about Apartment C

by Katie on March 28, 2010

In this sprawling metropolis, it’s becoming more and more difficult to establish real finds…you know, the type of place you just know all your friends will love but you’re a bit selfish to tell everyone about it as it’s your special place? This can range from the best (undiscovered) vintage stores, designer exchanges, new louche cocktail bars and, in my case, the lingerie boudoir.

I only discovered this particular ‘find’ at the end of last year when invited to drink fabulous Hendricks cocktails at a pre Christmas shopping event. Well, it would have been plain rude not to! As the website itself says, “Apartment C is about hanging out in your knickers, drinking gin out of a teacup, and reading the Last Tango in Paris out loud.” And, if you change the last one to Vogue, then tick all three.

Set in a black and gold backdrop of Art Deco and 1960s furniture, from the moment you enter you discover a devilish selection of extremely sumptuous and sexy silk, chiffon and lace lingerie, silk loungewear, costume jewellery, niche perfumery, hand picked vintage novels and glam, fashion books. However, the interior of the store is as exciting as the stock. Details not to be missed are the taxidermy light fittings which use pigeons as pendant Lamps by award-winning designer Jericho Hands – and collectible furniture including 1960s Egg Chairs & a vintage Chaise longue.

Owner and creative director, Kenya Cretegny says: “The primary focus of Apartment C is to offer our customers access to a beautifully edited mix of the world’s most creative, fashion-focused, lingerie designers. It’s my personal mission in life to bring the girls the coolest stuff I can find! So the collections range from delicate, romantic themes, to directional fashion statements utilising technical fabrics or thoughtful detailing.”

The wide range of whimsical lingerie is the type you long for and dream about your boyfriend buying you, but that only happens if you drag them there. While we’re on that subject, there is seating next to the changing area and the original 1930’s cocktail cabinet for males to sit, scoff G&T’s and wile away the time while they try not to blush, look awkward, sneak glances at women’s bras and get turned on by the sexy assistants or the tasteful clients who know exactly what they want from their lingerie; To tantalise, to tease but most of all, to have exquisite taste.

Apartment C stocks designers ranging from Damaris, Bordelle, Mimi Holiday, Marlies Dekkers, Stella McCartney, The Lake and Stars, Princess Tam Tam and the wonderfully named and daring, Lascivious. Beautiful vintage style silk, velvet and chiffon robes from Kiki are paired next to diaphanous chemises from Damaris, Claire Tough and Elise au Couturier and fluid, silk pyjamas from Kirsty Doyle. Distinctive show stopping jewellery is available from Mawi, Fiona Paxton and Rings Eclectic. At the moment, Apartment C even has a 1st Birthday sale, so go on, indulge yourself.

Apartment C is at 70 Marylebone High Street, London W1 and www.apartment-c.com

Items featured include Damaris Enticing body (£210), Elise au Couturier lace body (£215), Elise au Couturier bra and knickers (£120)
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