The home of London designed iconic brands

Feel nice, feel naughty, but always #FeelPlayful

Playful Promises is founded and run by women, with a focus on how the modern woman sees herself, her body and her sexuality.

We are a family of lingerie, swimwear and activewear brands offering innovative, design-led options for a range of body types, occasions and price points. We pride ourselves on making over 80 bra sizes and stocking over 90, as well as UK dress sizes 8-28 / US 4-24.

Mischievous, sexy, pretty or practical, but never boring and beige, Playful Promises was founded in 2004 by Emma Parker. Expanding slowly but surely, our London-based independent brand became known for luxe, outré designs for a wide size range including fuller bust and plus sizes. On our way to global domination, our playful warehouses are based in the UK, USA and Australia.


Our Commitments

Our Sustainability Promise

Each year at Playful Promises, we aim to become a greener, more sustainable brand. We have an ongoing commitment to reduce our impact on the planet, from the way we manufacture to the way we package and ship our treats to you.

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Playful Perks

Get rewarded while you shop with our loyalty program. Join now to pick up 200 points and work your way from Lingerie lover to Lingerie Aficionado!

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Student Discount

Unlock 20% student discount at Playful Promises with Student Beans.

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#FeelPlayful with our Community