Annette Graetzer
Founder of LFF London
Born and raised in Prague, creativity and artistry have always been central to my identity. Inspired by the strength and individuality of the women around me, I aspired from a young age to help women feel confident, elegant, and truly comfortable in their own skin.International experiences have deeply shaped my perspective. I spent a transformative year in New York before settling in London, which has been my home for the past eight years. These diverse cultural influences, along with extensive travel, have enriched my appreciation for global innovation and design. I’ve long been curious about Middle Eastern, European & Asian fashion, always seeking ways to harmonise luxury, sustainability, and personal wellness.
My vision for LFF London crystallised through personal trials. When my mother and a close friend battled breast cancer, I witnessed how femininity and self-confidence can be deeply affected by the healing process. Together, we began reevaluating every aspect of our lives, including the intimate apparel worn closest to the skin. Discovering the harmful chemicals present in many everyday garments became a powerful catalyst to create something different: a brand grounded in health, ethics, and authenticity.
A pivotal moment came when I first visited my future business partner’s studio in London. The space was filled with artistry, precision, and passion. Every detail reflected her exceptional craftsmanship, developed through years of bespoke work for prestigious clients, including members of the British royal family. Our shared ambition, resilience, and values created an instant connection, and we were inspired to create garments that truly honour both women and the planet.Our collaboration led to deep research and the discovery of chemical free Cupro fabric- a luxurious, plant-based fabric known for its silky-soft touch and sustainable dyeing process. This material perfectly reflects our dedication to comfort, elegance, and environmentally conscious production.
LFF London is about more than fashion. It’s a commitment to empowering women through every chapter of life, including those overcoming trauma or reconnecting with their sense of self. Every lingerie and loungewear piece is intentionally designed to support confidence, sensuality, and well-being, while maintaining full transparency about materials and production practices.We are passionate advocates of the slow fashion movement, ensuring each garment is created with care, longevity, and purpose. At its core, LFF London is a tribute to women everywhere, to their strength, beauty, and their undeniable right to softness and self-appreciation.
This is just the beginning!
Hanka Hana
Head Designer of LFF London
