Janay create Avenue Twenty Four as a collection

Janay’s love of life’s contrasts has inspired her to create Avenue Twenty Four as a collection underpinned by co-existing and complementary opposites. Strong architectural and geometric lines define the bras’ structure and soft, seductive materials keep the garments feminine. “It’s kind of harsh but the fabrics make it delicate,” she said regarding her peculiar design concept. To her, it is the lingerie interpretation of sophisticated tailoring and is personified by that sharply suited British woman who is still quite elegant and beautiful to the beholder.

However, there is practicality as much as aesthetics in the design of her garments, according to Janay. The U-shaped centrepieces of the bras which have now become her calling card, also serve to make the product more comfortable to the wearer. Janay has created these styles not just for the market but also for herself as she is well aware, through her own experience, of the discomfort that traditional design can cause on the smaller busted, particularly with firm centre wires that can dig into a sensitive sternum. “A lot of bras that I have or that I’ve bought before, they need that bit [centre wires] not to be there,” she shared, explaining that her design decision has included an element of selfishness. With many of her clients also finding relief in her unusual centrepieces, the result is a high-end range for smaller chested women to enjoy sexy lingerie with more comfort. And she has purposed to make the U-shape her signature for the brand.

Avenue Twenty Four comes in two wearable contrast colour moods: Dusk Grey and Blossom Pink to accommodate different skin tones and tastes. Blossom Pink is particularly significant for the designer as it reflects her love for the cherry blossom tree, images of which appear on her website. The harsh contrast of dark branches against pale pink blooms forms that delicately powerful combination that makes the tree and Janay’s designs simply stunning to look at. The collection of bras, briefs and suspenders is marketed with style numbers rather than names as Janay felt it unnecessary to follow that traditional road. “I’m quite stubborn and I don’t like to be like anybody else,” she laughed, explaining that she admires and has been inspired by many luxury brands whose collection pieces are named but has not felt obligated, herself, to follow suit. Besides, the numbering of the styles falls in line with her vision for the collection: At age 24 she has walked down many an avenue to realize her dream, and what’s on an avenue? Of course, houses with numbers. It makes perfect sense. Sourced and manufactured on her home soil and inspired by resident fashionistas makes Janay’s Avenue Twenty Four collection a sincere British tribute.