Philosophy

THE 25TH HOUR — A PRIVATE MOMENT OF POWER
The 25th Hour is that elusive, sacred pause we all long for — a moment outside of time, dedicated to sensuality, elegance, and self-expression.

Founded in 2013 by Turkish-born designer Seda Oturan, 25th Hour Lingerie is a luxury brand rooted in duality: designed in Milan, ethically handcrafted in Istanbul. Each piece is more than lingerie — it is a functional garment, a personal ritual, and a bold expression of presence, purpose, and desire.

At 25th Hour, we believe lingerie is not just something to hide — but something to live in. It’s the first layer of confidence, a secret or a signature, depending on how you choose to wear it.

We pour our experience, energy, and passion into creating timeless designs with the highest niche quality, paying meticulous attention to every detail and honoring the beauty and complexity of the female form.