Paper London

Helsi is a United States–based fashion and lifestyle brand founded in 2017 that focuses on modern, easy-to-wear women’s clothing with a casual yet stylish feel. The brand creates pieces such as tops, dresses, loungewear, and wardrobe essentials designed to feel comfortable and versatile. Helsi’s designs often use soft, approachable fabrics and relaxed silhouettes that make pieces suitable for daily life, work, and social outings. Instead of complicated or over-designed fashion, the brand leans toward simple shapes and wearability, helping customers put together outfits that feel natural and easy. The clothing feels practical and approachable, making it ideal for people who want everyday fashion that feels effortless. Helsi appeals to customers who enjoy modern, uncomplicated clothing that fits smoothly into many parts of daily life. It’s ideal for those looking for dependable basics and go-to pieces that feel calm, comfortable, and fashionable.

Hopeless Lingerie is a Melbourne, Australia–based lingerie brand founded by Gaby Adamidis in 2008, focused on expressive, bold intimate wear. The brand creates bras, underwear, bodysuits, and lingerie sets that feel passionate, modern, and fashion-forward. Hopeless Lingerie’s designs often feature striking silhouettes, lace, stretch fabrics, and sensual details that help customers feel confident and attractive. Instead of plain everyday underwear, the brand leans into pieces that feel intentional and visually exciting. The lingerie is designed to feel flattering, comfortable, and ready for moments where self-expression matters. Hopeless Lingerie appeals to people who enjoy lingerie that feels stylish and empowering. It’s ideal for customers looking for bold, expressive pieces that reflect personality and confidence.

Rio de Sol is a French swimwear and resortwear brand founded by Solange Ferrarini in 2005 that focuses on bold, colourful beachwear inspired by Brazilian and coastal culture. The brand creates bikinis, one-piece swimsuits, cover-ups, and beach accessories designed to feel vibrant, flattering, and fun. Rio de Sol’s designs often feature bright prints, striking colours, and simple cuts that make pieces feel easy to wear at the pool, by the sea, or on sunny holidays. The swimwear is made to feel comfortable and supportive, with shapes that suit a variety of body types without heavy structure. The brand appeals to people who want swimwear that feels lively, expressive, and ready for warm weather adventures. Rio de Sol is ideal for customers who enjoy fashion that feels joyful, bold, and suited to relaxed, sun-filled moments.