Looking stylish and relaxed isn't just about what you wear on the outside - the right underwear plays a big part in feeling comfortable and attractive. This season sees women's lingerie turn utterly seductive, while men's remains playful, upbeat and colourful. At lingerie specialist Private Shop, the main look for winter 2009 lingerie is 'glamorous seduction'. Many of the lines feature touches of Leavers lace beneath softly draped silk or satin. This classic union of fabrics revives old Hollywood glamour and aims to bring out the silver screen heroine in every woman. Animal prints are also in vogue, with brands such as top lingerie specialist Chantelle bringing out ranges featuring leopard and other animal prints. The overall look for Chantelle's winter '09 collection is epitomised by baroque styling, guipure lace, satin and transparency effects. Motifs are delicate and fabrics soft to the touch. The colour palette ranges from powdery ivories and greys to blue, prune, red, gold and black. The lingerie brand is celebrating its 60th anniversary this year. The fabrics used in the AH Collection, also stocked at Private Shop, are luxurious and the styles play with the transparency of lace and feature fine detailing. The look is sophisticated, elegant and European, and the colour scheme favours bold hues that are not too overpowering. Private Shop opened its flagship store in The Landmark in October last year. The store features elegant interior design and houses a range of European lingerie brands, including glamorous French brand Aubade, Princesse tam.tam, Huit, Simone Perele and deluxe Italian brand Ritratti. It also stocks the popular American brand Maidenform. Along with Chantelle, Aubade is one of the most popular styles available this winter. Aubade's unique handmade designs are worn by French socialites and royalty. The store offers regular customers 'one-to-one prestigious service'. Through this service customers can have a set of lingerie from the store's collections tailor-made to fit their exact measurements. Customers can call the shop and book an appointment with a professional consultant to take their measurements and advise on suitable styles. Private Shop was established in 1994. In addition to lingerie, it sells leisurewear, swimsuits and lingerie accessories.