At Shade, lingerie isn’t just something you wear, it’s something you feel

We’re all about colour that lifts you up and lingerie you’ll actually love wearing every day. Thoughtful details, flattering shapes, and an effortless fit make each piece your new go-to, no matter the occasion.

Designed by us in London, every set blends everyday comfort with the vibrant energy that defines Shade.

Shade is colour you can wear, confidence you can feel, and a vibe that’s totally yours.

From bold brights to dreamy pastels, Shade is made for every version of you — soft, bold, chill, or a little bit flirty.

Our playful, versatile sets are a must-have in everyone’s top drawer.

Whether you’re lounging, layering, or out and about — do it in Shade.

What’s your shade?