(shanghai daily)
Updated: 2006-09-15 09:40

If your underwear is less than colorful, then Private Shop is the place to pretty up your drawers. Offering imported European brands – Lejaby, Princesse Tam Tam, Kookai and Huit – the newly-opened Shanghai branch of this Hong Kong luxury lingerie enterprise sets itself apart from the competition with a wide selection of slinky, sensuous fabrics and chic styles (with and without padding).

Princesse Tam Tam’s playful watermelon-colored camisoles, trimmed with wholesome lace, match well with sweet boy-shorts as nightwear, or worn daringly as an outer garment with your favorite jeans, a look that is modeled by the shop’s staff. For the mature lingerie lover, Huit’s subdued tones, and figure-flattering cuts in form-fitting lycra are the last word in understated sexiness.

Store manager Wendy Lee is quick to point out that “many Chinese mainland customers subscribe to the concept that bra padding is the key to beautiful form, which is not necessarily true. A good bra also depends on luxurious fabric, expert wiring and molding, as well as strong craftsmanship to create the perfect shape and correct contours.” In any case, Wendy’s team is specially trained in bra-fitting whatever your shape or size.

Private Shop’s stock, from ‘invisible’ T-shirt bras to lacy numbers, retail for between RMB 628-1,128 – not an unreasonable amount to pay for priceless cleavage. The shop also sells a range of bikinis and sultry night attire in colors and designs ranging from peek-a-boo polka dots to Parisian plum, depending on your mood.

Private Shop
Address: Shop 318, 3/F, Shanghai Jinjiang Dickson Center, 400 Changle Lu, by Maoming Lu
Tel: 021-64726250