the untold story
Once upon a time, a princess needed rescuing.
But this isn’t that kind of story.
Untold Story was created for the woman who realised she was never waiting for someone else to write her happy ending. She could write it herself.
She can be romantic without being naïve. Feminine without being fragile. She can fall hopelessly in love, change her mind, wear the ridiculously pretty lingerie just because, and make herself the main character of the story.
Because feeling sexy has never really been about who is looking.
It’s about how you feel when you look at yourself.
That’s why I created Untold Story.
After more than 10 years working as a lingerie designer for brands including M&S and Coco de Mer, I wanted to create the lingerie I felt was missing. Pieces that felt special and luxurious, but still attainable. Lingerie filled with beautiful embroidery, unexpected details, colour, nostalgia and just the right amount of excess.
I started developing Untold Story during lockdown in 2020. It took more than three years of designing, sampling, changing, starting again and obsessing over every tiny detail before the brand finally launched.
And we’re only at the beginning of the story.
Untold Story is inspired by fairytales, romance and all the things we were taught to dream about growing up, only rewritten for the women we became.
Our lingerie is playful, flirty and unapologetically pretty. Designed not to change the woman wearing it, but to bring out the version of herself that was already there.
The confident one.
The romantic one.
The slightly dramatic one.
The one who knows she doesn't need a special occasion to wear something beautiful.
And perhaps that’s the real Untold Story.
The most important love story was yours all along.
Some stories are better left untold.
And if it’s not too much, it’s not Untold Story.
Lots of love,
Ellie x
Founder & Designer, Untold Story ♡