The insider

We dress for other women, but we undress for men. Right? Not quite. The typical, Hollywood-perpuated romance scenes encourage the notion that the sole purpose of lingerie (lacy, and usually worn by the heroine) is to raise a man’s body temperatures — among other things — and probably effect the belief that all a woman has to do is purchase the perfect push-up bra to bag herself a husband.

There’s nothing wrong with that. But the other side of argument — the one that champions the neo-feminist movement — would rather go with the notion that lingerie is meant to please the wearer as much as the admirer. Says Joyce Siy, assistant brand manager for La Senza, the newest underwear brand boasting an address at swanky Bonifacio High Street, “Every woman wants to feel sexy, even under her clothes. It makes her feel good about herself and helps boost her confidence.  Lingerie is the ultimate expression of femininity.”

If lingerie is all about sensuality, confidence and femininity, then La Senza is the new cheerleader/ life coach for this generation. The Canadian brand only opened its first store in Montreal 17 years ago but its growth has been phenomenal, especially after it was acquired by the Limited Brand group, the same company that owns Victoria’s Secret, Henri Bendel and  Bath and Body Works, just last year. Now it has nearly 700 stores all across the globe, half of it in Canada.

The first La Senza store in Manila just opened with all the brilliance and cheer the summer months can afford. Their new collection for spring/summer 2008 blasts out with bold colors and tropical prints, that effortlessly go together. We’re talking hot pink underwired bras and tropical print bottoms, brilliant yellow push-ups and black and yellow animal print boyleg briefs.  La Senza’s choices are limitless, offering a wide variety of panty styles which includes thongs, boyleg and bikini briefs as well as the most figure-enhancing bras.

To achieve Brazilian supermodel status, however, or something closer to it, at least, try out La Senza’s revolutionary ITEC bra.  This is the brand’s version of the seamless bra, a  one-piece molded design that eliminates all tags, seams, snitches and bumps, ensuring unparalleled comfort from the inside out, all the while providing just the right amount of weightless push-up shaping. Your man will love you in it. More importantly, you’ll love you in it.

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La Senza is available at Bonifacio High Street, Global City, Taguig.