Designed as an “everyday” lingerie line, the collection will also be eco-friendly, comfortable to wear and affordable and will be available through the Stella McCartney website and in store.

With all bras available with matching lace and satin knickers, the inaugural collection comprises five bra shapes including a plunge version, a moulded underwire, and a seamless and strapless style. Key looks include bold prints and bright colours including python and electric blue as well as pink and black for the new Stella innerwear line.

Known for her commitment to eco-friendly apparel, McCartney has used environmentally aware materials to create the sub-brand, including organic cotton and recycled metal for the straps’ gold ‘Stella’ encrusted rings.

Stella reportedly commented that quality and comfort were key to the collection.

“Feeling constricted by one's underwear just isn't my thing; you need to rely on the quality. It has to fit, function and do its job first and foremost.”

Stella is not the only new high profile development for the designer; McCartney’s designs will be seen on Great Britain’s Olympic team in the form of the kit to be worn by British athletes at the London 2012 Olympics, commencing on 27 July.