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The luxury of lingerie label Underwear Of Sweden was shown off to adoring fans and hoards of celebrities on March 4th with the launch party of their Spring/Summer 09 collection. The party was held in Sydney's popular venue Cruise Bar in Circular Quay. Underwear of Sweden sure know how to attract a youthful vibrant crowd; amongst those attending were the latest finalists for the hit show So You Think You Can Dance. Guests were kept entertained and happy throughout the night, as they were treated to bubbly, stunning harbour views and runway shows. 

Underwear of Sweden is a Scandinavian label that promises high quality lingerie for men, women and kids. The launch only reaffirmed how beautifully crafted and detailed their designs are as models paraded their latest range of sexy underwear to adoring guests. The girls were without doubt the stand out for the night, flaunting an array of diverse lingerie garments, from brightly coloured ensembles, to silky night slips and delicate, feminine pieces. The true glamour and quality of Underwear of Sweden was revealed in these intricately designed pieces, with floral detail and lace trimming remaining as staples of the overall aesthetic.

For the men, snug fitting boxer-briefs and trunks were shown off in an extravagant display of acrobatic flips, that meant every set of eyes was on them. Both the mens and womens collections revealed a new direction into more futuristic lingerie designs, specifically through the vibrant coloured hoods and bridal lingerie that accompanied the collection.  As guest DJ Mark Lines continued to pump fabulous tunes to the packed crowd, models continued to parade the labels stunning designs throughout the night.

Underwear of Sweden designer Helene Pilhage is aiming to make her label Australia's own version of Victoria's Secret, and judging by the success of their first launch party, this dream is not too far off. Underwear of Sweden continues to create high quality lingerie at affordable prices. The label has just expanded into kids wear too. The launch party proved that Swedish style and the Australian lifestyle get along like old friends-simple, stylish and beautiful, Underwear of Sweden is sure to prove a favourite amongst lingerie lovers.

 Check out more of the mayhem from the Underwear of Sweden launch here.