“Regardless of how something looks on the hanger, it’s the moment you own your look that the camera sees someone at their confident best and with that, our goal to create the sexiest lingerie brand in the world began.” Chris Applebaum, the Director of Eats.

The Eats Lingerie became available in June, exclusively via the Eats Lingerie online store. The debut collection, Black Cherry comprising of a bra, garter belt, g-string and pasties is crafted from luxurious black eyelash lace, soft satin trims and finished with the utmost attention to detail with glossy gold hardware and bespoke Eats-themed cherry charms.

In a statement Chris Applebaum, the Director of Eats said:

“I know the idea of launching a lingerie brand may seem to have come out of left field, but the genesis of this project was borne over 2 years ago. While I have always loved working and featuring other brands on our digital media platforms, sitting behind the curtain listening to girls in the Eats wardrobe room, I would hear feedback about everything and – especially with lingerie. The #1 criteria for feeling like you own it was FIT. A lot of bras looked amazing but could not be more uncomfortable. A ton g-strings look very creative but neglect to consider how the waistline could be altered to elongate the legs or flatter the booty by how it’s framed by silky, gentle straps.I was fortune to hear what made each girl feel their best and knew that if they felt great, they owned it."

"I have worked closely with our designers throughout the creative process which is why there are certain design elements to Eats Lingerie which won’t be seen on other labels.First of all: FIT. When girls put on our lingerie, we want them to KNOW they look their best and therefore feel their best. Secondly, each Eats Lingerie set will be adorned by a tiny gold Eats-themed charm. The first reflecting the confident, sexy and whimsical nature of the brand: cherries! Lastly, we want everything to be maximum SEXY all the time. This means demi cup bras, lots of exposed booty so we see more skin, translucent and lace fabrics so we can amp up the sexy factor even more. But – most importantly – lingerie is intimate, so we want your experience with Eats Lingerie to feel personal.”

In order to create the most exclusive experience possible we are producing each collection in strictly limited numbers with less than 300 sets available at a time. Because not just any model can become an Eats girl – we wanted our line to feel similarly special and rare.This will also ensure that the consumer knows that not everyone will be able to buy the same thing as them, it’s a special luxurious piece they will want to hold onto forever.”

Chris Applebaum is an LA-based Creative Director best known for Paris Hiltons Carl’s Junior Super Bowl campaign and Rhianna feat. Jay Z Umbrella music video. Applebaum has had over 30 Number 1 videos on MTV from Rihanna, Jay-Z, Hilary Duff, Britney Spears, Usher, Celine Dion, Miley Cyrus, Demi Lovato, Selena Gomez and more.