Araks

If beauty starts from within, from the inside, out so the saying goes then Araks is the sartorial metaphor of the adage. The lingerie line was launched by Araks Yeramyan with the simple brief to make women feel beautiful, beginning with the most intimate of layers, nothing else comes closer next to skin: its the very first thing a woman slips on in the morning, and the last to come off at night. Born out of a love for art, design and color, Araks is for the modern intelligent woman who has an eye and appreciation for the finer details but is understated in her approach to style, preferring to follow her own instincts rather than the diktats of everyone else around her, hers is a confidence that shines through. From Araks devotees, Sofia Coppola, Lorde, Alexa Chung, Zoe Kravitz and Michelle Williams, to the quietly beautiful woman spotted on the street this morning wasnt there just something about the way she tossed her coat over her shoulder as she hailed a cab the Araks ...