By Ruth Styles
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For almost half a century the Janet Reger name has been synonymous with luxury lingerie. And if the late Janet Reger's designer daughter Alizia gets her way, the empire is set to expand.
This week sees the launch of the first Reger by Janet Reger swimwear collection and the accompanying ad campaign, starring Alizia's daughter Annoushka.
The shots show Annoushka prowling poolside on her modelling debut in a ruched sea-green bikini and reclining elegantly in a retro floral one-piece.
Chic: Annoushka Reger shows off a flattering floral print swimsuit in the new Janet Reger swimwear campaign
Pretty: Soft sea green looks gorgeous against pale skin, as demonstrated by Annoushka in the campaign
The 16 piece collection, which will be sold exclusively at Debenhams, also includes a pretty lilac and white floral bikini with flattering underwired cups.Â
A spokesman for Debenhams said they were 'excited' to be launching the range.
'Janet Reger has been a name associated with beautiful lingerie and nightwear for decades, and her flair for stunning, elegant pieces features in the collection’s bikinis and one pieces.
'We’re delighted to see the Reger legacy continue with Janet’s granddaughter Annoushka Reger modelling the collection.'
Fashionable: The collection is crammed with on-trend florals in sweet pastel hues
Family business: Annoushka's mother, Alizia (left), and late grandmother, Janet (right)
The Janet Reger label was first launched in 1966 by Janet and her husband Peter after a stint working on lingerie design for Marks & Spencer.
At the time, pretty lingerie was almost unheard of and Janet's bold designs caused a mini retail revolution when they were launched.
By the 1970s, the brand was an established part of the knickers business but it wasn't until the turn of the century that diffusion line Janet by Janet Reger first launched.
But Reger's time in charge of her line was rapidly drawing to a close and the designer died in 2005; replaced at the company by her only daughter Alizia who remains in charge.
If Annoushka's appearance in the new swimwear campaign is any indication, it would appear that she won't be working alone for much longer.
The new Janet by Janet Reger swimwear collection is available in store and online now at debenhams.com. Prices start at £16.00.
New collection: A Janet by Janet Reger swimsuit, £45, and bikini, £41. Both are available from Debenhams
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