Australian lingerie label Honey Birdette has announced its latest collection, Issy, as its fastest selling yet, with half the range sold before its official launch.
The brand published a range of teasers through its social media channels a week prior, announcing it would release the collection one week earlier, before officially launching its pre-sale at 4pm on July 27.
2,500 units were sold within the first three hours and over 1/3 of the collection was sold by the end of the first day.
The brand has since sold more than half of the collection.
The Issy collection is comprised of a sheer soft-cup underwire bra, longline high waist suspender, playful cut-out thong and sheer Brazilian brief.
Tthe range also combines European crystal tulle, appliquéd with floral embroidery and luxurious satin lace trim.
Issy will launch in all boutiques across Australia on August 3 however, Honey Birdette has stated that due to the high numbers which have been sold during the pre-sale, in-store units will be limited.