Challenged from all sides, lingerie “made in France” intends to fight against Asian competition and big machines like the American firm Victoria’s Secret by focusing on its century-old know-how.
Fourteen French brands, including Chantelle, Maison Lejaby, Simone Pérèle, and Aubade, have joined forces for a joint parade on the sidelines of Fashion Week in Paris, which was held on Sunday evening in the heart of the capital.
No flashy staging or world-famous models like for the big glittery show of Victoria’s Secret, seen by more than 50 million people on the YouTube platform at the beginning of December in Paris.
Made in France lingerie parade of sobriety and relatively unknown models
Preferring an elegant counterattack, the Parisian event “Lingerie, mon amour” chose gravity, classical music, and relatively unknown models to showcase women’s underwear.
A fan in hand, models paraded wearing white wigs and crinolines in an imaginary Versailles with a boudoir spirit.
In addition to this nod to Marie-Antoinette, “one of the first women to free herself from the corset,” according to the organizers, the parade also paid tribute to Christian Dior’s post-war New Look, or to the femme Fatales of Saint Laurent, immortalized by photographer Helmut Newton in tuxedo jackets and garter belts.
A final, more romantic tableau featured sylphs in tutus, showcasing pastel-colored undergarments and refined details.
