Design Also

Located on St Paul's Road in Islington, Design Also presents itself as a traditional women's fashion boutique with a very specific and highly praised specialism: professional bra fitting. For anyone whose search for a sex shop is less about novelty items and more about discovering transformative, confidence-boosting intimate apparel, this establishment warrants close attention. It operates in a niche that prioritises perfect fit and personal comfort over the broader offerings of a typical adult store, focusing intensely on the foundational garments that can redefine a person's posture and silhouette. The chorus of customer feedback is overwhelmingly positive, painting a picture of a business that delivers an exceptional, near-unparalleled level of service, though its highly focused nature may not suit every shopper's needs.

The Hallmarks of Excellence: Service and Specialisation

The core of Design Also's glowing reputation is built around one individual: Madeline. Mentioned by name in numerous glowing reviews, she is consistently described as the driving force behind the store's success. Customers celebrate her for providing an experience that transcends typical retail. She is credited with moving "heaven and earth" to find the perfect item for a customer and "bending over backwards" to ensure satisfaction. This isn't just about selling a product; testimonials repeatedly emphasise a genuine care for the customer's well-being and confidence. For those who may feel shy or uncertain when shopping for lingerie, Madeline is praised for creating an environment where they feel "extremely comfortable" and supported.

The standout service is undoubtedly the expert bra fitting. This is positioned not just as a measurement service but as a transformative process. Clients report that Madeline has an eye for identifying long-standing issues, such as poor posture resulting from ill-fitting bras, and provides solutions that have a tangible impact. Many reviews come from customers who discovered they had been wearing the wrong size for years, and now refuse to buy their bras from anywhere else. This deep expertise extends across a wide variety of needs, with the store officially offering fittings for strapless, sports, maternity, nursing, and even post-surgery mastectomy bras. This level of specialisation is a significant advantage over larger chain stores or online retailers where such personalised guidance is often lacking.

Product Selection and Value

While the service is the main attraction, the product range is also a key strength. The store offers a carefully curated selection of "pretty and well priced" options, ensuring that quality and expert fitting do not necessarily come with an exorbitant price tag. Customers speak of a "wide range of fabulous styles," suggesting a collection that balances functionality with aesthetic appeal. Beyond bras, Design Also stocks a variety of other garments, including fitted swimwear, bikinis, shapewear, hosiery, and even silk robes and nightdresses, some of which are made exclusively for the boutique in Italy. This positions the shop as a destination for high-quality, foundational and intimate apparel. The emphasis, according to patrons, is on providing the "best value for money," with an honest approach to sales. One customer specifically noted that Madeline's priority was a proper fit that flattered the wearer, rather than pushing a more expensive sale, an act of integrity that builds immense trust and loyalty.

Points for a Potential Customer to Consider

Despite the cascade of positive feedback, there are aspects of the Design Also experience that prospective clients should be aware of. The business model is intensely personal and specialised, which brings with it certain limitations. The most significant point is the scope of its inventory. While it excels in offering beautifully fitted sexy lingerie and swimwear, it is not a comprehensive adult store. Customers seeking a wider array of products, such as sex toys, vibrators, or BDSM apparel, will need to look to other retailers. Design Also's identity is firmly rooted in being a high-end lingerie and fitting boutique, and it does not venture into these other categories.

A Unique Philosophy and Operational Model

Another point to consider is what one reviewer described as needing to "buy in to a new way of looking at bras." This suggests that the fitting methodology employed by Madeline might differ from mainstream conventions. While this approach is clearly successful and transformative for her clientele, new customers should arrive with an open mind, ready to trust an expert's guidance which may challenge their preconceived notions about sizing and fit. This is a feature of a specialist service, but it may not align with everyone's expectations.

Furthermore, the business's greatest strength—the personalised service from Madeline—is also a potential operational constraint. Such a hands-on approach, where appointments are required for fittings to ensure a one-on-one experience, means that availability can be limited. The store's opening hours are restricted, primarily operating on Fridays and Saturdays, which requires customers to plan their visits in advance. This is not a shop for a quick, anonymous purchase; it is a destination that demands and rewards an investment of time.

Design Also stands out as a premier destination in London for anyone serious about the quality and fit of their lingerie. It has cultivated a fiercely loyal customer base through a combination of deep expertise, an unwavering commitment to personal service, and a genuine desire to help clients look and feel their best. The experience, led by the highly-regarded Madeline, is described as nothing short of transformative. However, it's crucial for potential customers to align their expectations. This is not a conventional sex shop with a broad catalogue of adult products. It is a specialist boutique dedicated to the art and science of bra fitting and high-quality intimate apparel. For those whose priority is unparalleled service and a perfect fit that can genuinely change their posture and confidence, Design Also is an exceptional and highly recommended establishment.