Enamore's sustainably gorgeous design

Working for HIV/AIDS charities in Africa may seem a world away from fashion. But it was this that inspired Victoria Groulef to start online ethical boutique Saumarez after returning to the UK. “Africa gets under your skin and working with the poorest of the poor has had a major impact on every aspect of my life,” says the Buckinghamshire-based 36-year-old mother of two.

“It may seem odd, but even buying one pair of fair trade knickers can make a real difference to people in the developing world.  I want to give people the choice, so that if they want to they can buy ethically. Fair trade is more than coffee and organic is more than vegetables.”

And unless you’re going commando, lingerie is the first piece of clothing you put on in the morning, and the last you throw off at night? Yes? Don’t you owe it to at least yourself, then, to make yours slightly more exciting? Even if you’re having a jeans and t-shirt kind of day? Victoria, who admits she is an unusual cup size and often struggles to find pieces that fit well, says she often lazes around casually dressed. But underneath there’s a “really lush lace and silk bra and knickers set.”

“Lingerie is almost a private inner fashion statement,” Victoria points out. “I love the inner confidence wearing nice lingerie gives you. Let your lingerie reflect your personality, inner style and beliefs!”

Besides their playful bras and undies, Saumarez also stocks nightwear and fun accessories such as eye masks. Whether you’re “girly”, “sexy”, “romantic” or “practical”, there’s something for you. The Rosebud Liberty Art Print knickers by Ciel, a line from designer Sarah Ratty, have proven to be popular. They are made from upcycled blue rosebud cotton and have bows tied on each side. Other creations have been made with 1940′s and 50′s vintage fabrics.

“There are many talented, passionate ethical lingerie designers out there. Some focus on the cotton being fair trade, others use clever eco fabrics such as bamboo or viscose made from recycled materials,” says Victoria, whose 2011 New Year’s resolution was to wear only ethical or vintage clothes. “I think that ethical lingerie is an emerging but growing industry and I hope the public will embrace it.”

Saumarez also has its own “vintage-inspired burlesque starlet” known as Mia Cupla. She offers advice, most of the time racy, on how to wear each item. For example, her tip for sporting a pink underwire bra with a gold bow in the middle is “team with the stunning skirted knickers and eat scones with lashings of clotted cream and raspberry jam!”

“Mia suggests that some of our cotton vests can also be worn under a suit jacket as part of a layering approach,” says Victoria. “She also suggests that our bamboo nipple tassels should be worn when doing the ironing! It’s all about making customers giggle as well as giving them an idea on how pieces work together as part of a set, or individually.”

For more information and to shop their gorgeous underpinnings, see the Saumarez website.

Whether you’re “girly”, “sexy”, “romantic” or “practical”, there’s ethical lingerie available for you!