Taking inspiration from cool girl’s apartments - sensual pleasures, escapism and new discoveries are positively embraced in this innovative lingerie shopping space.  

Set in a black and gold backdrop of Art Deco and 1960s furniture, discover a mix of whimsical lace lingerie, silk loungewear and hot new exclusive labels – as well as range of Parisian perfumes, costume jewellery, hand-picked vintage novels and fashion books.  Hidden at the back in the library, customers can enjoy a gin and tonic from an original 1930’s cocktail cabinet

Owner Kenya Cretegny said: “For me Apartment C is about hanging out in a cool apartment in your knickers, drinking Hendrick’s Gin out of a tea cup and reading The Last Tango in Paris out loud!  It’s a mix of decadence, retro chic and surprise”. 

Exclusive and new lingerie labels include American labels, The Lake and Stars and VPL.  From Europe, Apartment C will be featuring innovative Dutch label Marlies Dekkers, launching Wundervoll label from Berlin, and the French lacy loungewear label Elise Aucoutourier.   UK highlights range from Made by Nikki, Alöe to Eco Boudoir.  Also on sale are key pieces from Princess Tam Tam and Damaris.   The store is organised into two separate rooms, The Lounge and The Library.  Customers enter into the Lounge, where a range of pretty printed lingerie and hand-crafted bras are displayed under vintage chandeliers, set against black walls.  The range of Parisian perfumes & body products can be found in an original Louis XV wardrobe.   

Through to the library customers can sample guilty pleasures and escapisms.  Amongst an array of trashy 1960s and 70s original novels and paperbacks, laid-back lingerie can be enjoyed over gin & tonic, served in teacups from the 1930s original bar.  Lounge fans will enjoy the exotic printed silk Cushions coming from Laura Bernens

Apartment C offers a specialist fitting and contour service with staff trained in the De Montfort University programme. The Library area also houses two large fitting rooms in an intimate atmosphere, and can be booked for private fittings and consultations.

The interior of the store is as exciting as the stock.  Details not to be missed are the taxidermy light fittings, using pigeons as pendent Lamps by award-winning designer Jericho Hands – and collectable furniture including 1960s Egg Chairs & vintage Chaise longue.

70 Marylebone High Street,London, W1U 5JL
0207 935 1854
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Opening times:
Monday - Saturday: 10am-6pm
Sunday: 12pm-5pm