Knickers to crotchless pants

I don't know about you, but the last thing I want from my lover is an array of "sexy" underwear. I have had enough of black mesh G-strings, satin basques, crotchless knickers, baby-doll nighties or anything that makes me look remotely like a Bunny Girl, pole dancer or vestal virgin. It's just not funny any more. In fact, it's insulting. I blame Agent Provocateur. Because of them, plenty of blokes I know have lost the ability to have an original thought when it comes to buying underwear for their woman. They mistakenly think the slut look is sexy, cool and something they can get away with. Not any more. The backlash has started.

I have discovered the rather yummy reason for this backlash: Myla, the hottest lingerie brand in London right now. Launched just 16 months ago by Charlotte Semler, a 32-year-old Oxford graduate, and her business partner, Nina Hampson, their secret is that they know that selling sex is gorgeous. They make beautiful, sensual lingerie that women really want to wear, not what men think women should wear.

In its short life, Myla, which is run from a cute boutique off Portobello Road, has made couture knickers for Kate Moss and Holly Valance. Kim Cattrall adores their stuff (both on and off screen) as does Milla Jovovich, Jodie Kidd, Courtney Love, Sharleen Spiteri, the Atomic Kitten chicks and the Sugababes. The boys from The Strokes and Bush buy Myla lingerie for their girlfriends.

Even Prince William and Harry were spotted buying a feathery Myla thong in Selfridges before Christmas, apparently for Tiggy Legge-Bourke. Just about every girl in Notting Hill owns the cult Myla multi-pack: five tulle thongs or hipster knickers in candy colours that come in their own chic be-ribboned pouch, and have matching vests.

Semler and Hampson, both former strategists for Saatchi & Saatchi, and self-confessed lingerie addicts, started their business after spotting a gap in the market for a luxury, designer sex brand, without seedy connotations. "It was so obvious we had to do it," explains Semler.

Ask any guy what he really, really likes and he'll probably opt for something simple, innocent, white or sporty. Myla does this in the sexiest possible way. Sexy subtle elegance is its motto. Lace-trimmed silk doublelayer French knickers with matching vest anyone? Or how about an ivorysatin-thong with a matching finestretch satin strapless bra? The latter comes from its bridal collection and is one of the best-selling sets.

"No one else does anything like this," says 30-year-old Hampson. "It's elegant, but with a sporty twist." The couple insists on the finest lace, commission jewellery to complement their lingerie, and are partial to Art-Deco detail. And you will never find anything as tasteless as redandblack panties in their collection. "We do ours in palest pink silk with lace edging. The kind of people who shop with us might work in Soho, but they don't shop there," says Semler.

As for job satisfaction, the girls get plenty. "There's nothing more gratifying than sending someone out of here with four bags of divine things and then spotting them three hours later, as we have done, in 192 restaurant gazing into the eyes of a gorgeous man or woman and thinking: 'You're gonna get so lucky tonight!'"

Myla on 0870 7455003 or at www.myla.com. Myla is sold at Selfridges and Liberty.