For decades, lingerie has often been framed through the lens of spectacle, something chosen for someone else’s gaze. But a new generation of women is redefining what intimacy looks like, shifting the focus inward. At the center of this evolution is 25th Hour Lingerie, a brand built on the idea that the most meaningful moments are often the ones no one else sees.
Founded by Seda Oturan, 25th Hour Lingerie takes its name from a poetic impossibility, the hour that doesn’t officially exist. It represents a moment outside of obligation and expectation, carved out solely for oneself. It’s this philosophy that defines both the brand and its approach to lingerie.
During New York Fashion Week, 25th Hour presented a runway show at Sony Hall, marking a defining moment for the brand on one of fashion’s most visible stages. The collection, defined by architectural forms, powerful silhouettes, and a vision that transforms lingerie into a visible fashion statement, created a distinctive presence in New York.
Rather than treating lingerie as something hidden, the runway underscored Oturan’s belief that intimacy can be strong, structured, and unapologetically seen. The presentation positioned 25th Hour at the intersection of artisanal, limited couture craftsmanship and timeless design.
Rather than following seasonal trends, the brand focuses on permanent, character-driven pieces with an architectural foundation. With an inclusive size structure extending from standard sizing to plus sizes, 25th Hour frames lingerie not as a concealed layer, but as an expression of identity and strength.
Oturan didn’t set out to create lingerie for performance or spectacle. Instead, she envisioned lingerie as ritual, something worn first for the woman herself, before the mirror, under everyday clothing, or in the quiet moments at the end of the day. The pieces are designed to feel like a second skin: intimate, intentional, emotionally resonant.
Rather than chasing seasonal statements, 25th Hour develops collections slowly. Silhouettes are sensual without excess, refined without rigidity, balancing softness and structure with restraint. Fine laces, delicate meshes, and carefully sourced materials are treated with reverence, while construction remains meticulous and purposeful.
Comfort plays a central role. For Oturan, true sensuality begins with ease—how a garment feels against the body, how it moves, how it supports confidence rather than demanding attention.
At the heart of the brand is Oturan herself, whose design process is deeply introspective. Her work reflects a nuanced understanding of the female form, not just anatomically, but psychologically. Rather than starting with external references or trend forecasts, she begins with feeling: how a piece should sit, how it should move, how it should make someone feel in a quiet room alone.
This inward-looking approach sets Oturan apart in an industry often driven by visibility and validation. She does not design for the gaze; she designs for presence. There is confidence in what is left unsaid, uncovered, unresolved, allowing the wearer to complete the story.
Each collection feels less like a declaration and more like an invitation.
Occupying a rare space between contemporary design and timeless sensibility, 25th Hour Lingerie creates pieces meant to be returned to, not replaced. The collections feel modern yet unbound by era, capable of living in a woman’s wardrobe for years rather than seasons. This longevity is both aesthetic and philosophical—a rejection of disposability in favor of attachment.
In editorial and visual contexts, the brand reads almost like a quiet poem. The garments coexist with the body, the light, the mood, never overpowering, always present. The emphasis is on atmosphere—on what it feels like to inhabit these pieces in real time.
As conversations around intimacy, self-care, and intentional living continue to evolve, 25th Hour Lingerie stands as part of a broader movement redefining what luxury means today. It speaks to women who value nuance over noise and understand that the most powerful expressions of intimacy are often the most understated.
Luxury, here, is not about spectacle. It is about space. Stillness. Strength. And the quiet confidence of choosing oneself.
