SALON LINGERIE International

press
RELEASE
SALON
International
de la LINGERIE
23.24.25 January 2010
www.lingerie-paris.com
© Valery Prestige
© Wacoal
Both terms conceal a single premise: that the boundaries
of the body remain unknown to reason. A key trend
this year reveals a desire to push back our bodies’
boundaries. Whether this involves control, performance
and effort or relaxation, freedom and gentle movements.
Ever more extreme sports are becoming widespread on
the one hand, while relaxing and beautifying activities
such as yoga and Pilates, etc. are increasingly popular
on the other.
ranslating trends
the complex art
of femininity...
© Lou
From a design perspective, professionals are choosing
their mode of expression and creating an infinite number
of different versions. In lingerie terms, controlling the
body is primarily a question of fabrics: satins, compact
jerseys, optical lace, etc. The aim here is to sculpt,
smooth and shape the body, offering hold without
constraint. Beautifying the body in a sophisticated
way, like Ritratti’s famous Star Cup or Valery’s lingerie
coordinates in panne velvet and stiff lace. Parah spins
a web around the hips and toys with lines, drawing on
the body, as if in charcoal. Esbelt slims the waist with a
net waist-cincher and tricks the onlooker with “buttockenhancing” push-up pants. Selma smoothes the body
in a one-piece with black strips. Wacoal proposes the
Beauty Secret line which shapes and enhances the body
line: leaving nothing to chance, it tackles hips, thighs,
tummies...
While the colour range for control and shapewear is
somewhat understated, freer styles make the most of
neutrals. For total relaxation, intimates must follow the
curves of a woman’s body in an aesthetic and discrete
juxtaposition which seems to say: “I feel beautiful”.
Fabrics are reminiscent of the skin itself: toying with
ultra-soft, honeycomb microfibres or airy resins. These
intimates are all about lightness, a veritable celebration
of curves and volumes in a make-up-inspired palette,
ranging from smoky to beige tones, with the occasional
splash of bright pastel. There are impressively discrete
styles from Implicite (Néon) and Lou (Egérie) or bodyshaping seamless designs (Rhiannon) by Fantaisie,
available in a nude palette. LZ has created a whole line
of discrete, body-hugging and figure-enhancing styles
in brand new colourways (crushed raspberry, pistachio,
etc.) which do not show through white clothing. And
it’s also about loungewear - transformed into loungerie
- refined and delicate from Lounge Lover with draped
cashmere, sheepskin-style cotton from Occidente or
silky and ultra-refined playsuits, which are popular this
season from House of Girard or Jolidon.
t
Are the terms
freedom and
control a complete
contradiction?
Not necessarily
Nelly
Rodi
Forum
Interview with Florence Peyrichou, lingerie coordinator
Your forum features two
concepts. Could you not
decide between them?
Quite the opposite!
The forum is called “Body Unlimited”
and explores two different ways of
pushing back the body’s boundaries.
Through performance, on the one
hand, and letting go, on the other.
For a successful choreography, the
dancers must be performers and they
need to be capable of letting their
bodies express themselves freely. The
two concepts are inseparably linked!
How did you come up with
the forum design?
We wanted the product display to
be as striking as possible with a
veritable arty atmosphere. The idea
was to make this forum a “living”
space, a source of inspiration for all
the Salon International de la Lingerie
participants: international buyers,
designers, retailers, exhibitors and
journalists.
© Chantelle
What are the forum’s
highlights?
The“Body Unlimited”concept enables
us to open up to other sectors such
as sport, beauty, etc. The forum will
feature performances by sportsmen
and women, dancers and gymnasts
who will bring the concept to life.
This will give us an opportunity to
present specific fashion trends to
our visitors and highlight exhibitors’
products in a spectacular way.
Body Unlimited
© Sexy panties
© Lou
© Occidente
© Les jupons de tess
as justified by exceptional quality and creativity.
The beginnings of a return to this quality-value
can be observed on the market, where the notions
of know-how and product durability are emerging
in opposition to the throwaway, fast-fashion
phenomenon: we are seeing a return of the couture
spirit, the proud statement of genuine expertise,
with ever more complex designs, perfectly
executed garments and a host of rich details, an
innovative vision with previously unexplored
shapes and fabrics…
© Implicite
Experts reaffirm
their expertise and know-how
In the fashion domain, the term “savoir-faire” could
not be more appropriately applied than in the
intimates sector. Simone Pérèle celebrated its 60th
birthday in 2008, Chantelle will turn 60 this year
and the Cadolle success story dates back to 1889!...
Over the course of these decades, fashions have
evolved, women’s requirements have changed and
techniques have been revolutionized... allowing
lingerie and corsetry specialists to acquire a wealth
of all-important experience and know-how.
© Chantelle
Getting
your know-how
noticed
Repositioning the market...
Do brands help change attitudes or is it the other
way round? In the last few years we have all
noticed a clear dilution in the notion of value and
hence prices. There is little doubt that the credit
crunch has contributed to this trend. Luxury is
becoming accessible to all, ranges are segmented
into an ever increasing number of different levels
and discounters and web-based private sales are
taking off... This phenomenon has heightened
consumers’ distrust of the notion of “price” … Our
points of reference have become blurred and it’s
time to make them clear again.
The world of luxury, fashion in general and the
intimates sector need to reclaim their “official” role
and re-establish their capacity to inspire dreams,
Do you know how many individual pieces it takes
to make a single bra, for example? Thirty, on
average. (14 components and between 11 and 18
parts, depending on the complexity of the article).
Making a bra is certainly not a simple matter! At
Cadolle, each new bra takes six months to develop.
The wider the size-range, the longer it takes to
finalize: since fabrics are evolving and are selected
precisely for each size, in order to ensure optimal
hold and fit for individual body-shapes.
Each stage, each detail and each profession is
crucial. Take the pattern-maker for example. In
France, around sixty experienced pattern-makers
work in the corsetry domain. Far from declining,
it is a profession with a bright future, for which
training colleges have recently been created. A
new generation of enthusiastic pattern-makers is
on the way... For lingerie specialists, the work of
the pattern-maker requires painstaking attention
to detail in order to provide the wellbeing that
women expect from their lingerie. Creative teams
and pattern-makers work hand-in-hand.
The technical expertise required, the various
stages in the creative and pattern-making process
and the decision to use an exceptionally fine Calais
lace rather than a less delicate fabric are just some
of the criteria which restore the true value of the
“lingerie” product.
Innovation makes all
the difference
Communications
highlight know-how
On the design side, professionals are ever on
the look out for ways to combine wellbeing and
aesthetics. Invisible and “no-show” styles, for
example, which were previously relegated to the
“essential, but not necessarily sexy” category,
are receiving a great deal of interest, resulting in
increasingly high-design styles. The “Etincelle de
douceur” collection was already available from
Aubade, with the brand revisiting invisible styles
in slate-blue or raspberry red, featuring laceprint unfinished edges and Swarowski crystals
delicately placed on a band of flesh-coloured tulle.
Empreinte also created an all-lace version entitled
“Melody”.
By reaffirming their savoir-faire and maximizing
innovation, corsetry and lingerie-makers raise the
level of the range. This is immediately echoed in
their communications. The “French Art of Loving”
by Aubade paved the way and a number of brands
have since taken a closer look at their intrinsic
values, in order to enhance their appeal through
sales promises, visuals and products. Empreinte
has thus penned a new signature “La beauté
généreuse” (curvaceous beauty). Simone Pérèle is
reaffirming its identity with the tagline “Simone. So
French.” and Chantelle called upon Peter Lindberg
and Stéphanie Seymour to go “Beyond Beauty”.
Kate Barry will be behind the lens for the 20092010 collection, offering the brand access to the
world of art and contemporary style. For luxury
that is never ostentatious...
Those who appreciate the shape-enhancing
corsetry of yesteryear – ever more 21st century
women seem to fall into this category – will
welcome the use of microfibre or cosmetic fabrics
for the ultimate wellbeing. This innovation can
be found in a new multi-functional retro girdle
from Aubade which uses current technologies to
reinterpret 1950s girdles, offering comfort and sex
appeal (in Lycrafort tulle with progressive stretch
and high shaping capacities).
Innovating also means creating new products and
fulfilling requirements that had been previously
overlooked: Lisca is offering the Smart Memory
Bra, a heat-responsive bra which adapts to suit
the breast by warming up when it touches the
skin. It comes with the promise of optimal comfort
and fit. La Decollette is launching an anti-wrinkle
bra which helps prevent vertical wrinkles forming
on the wearer’s cleavage.
Mums-to-be are reclaiming their right to wear
pretty lingerie with brands like Made in Femmes
& Mademoiselle Mum, Anita, Bravado!
Design, Anielina and Cake Lingerie… Agathe
et ses Princes has patented a magnetic
fastening system and offers nursing lingerie
that is at once beautiful and comfortable.
Communication is also inseparable from brand
experiences: the way clients are welcomed in
boutiques or concept stores offering a completely
new type of retail. London’s fashionistas can head
to Apartment C, a store offering a multi-brand
selection in an intimate “home” environment,
complete with lounge, library, etc. Dutch shoppers
have the Kant Amsterdam boutique which regularly
organizes meetings offering advice and fittings.
Each customer is measured and goes home with
two little cards showing their measurements (one
for the customer and one for her partner). Freya
offers retailers the services of a Fitting Expert to
train them in the sector’s highly specific technical
aspects and know-how. Chantelle has come
up with an all-encompassing world of beauty
enhancement to get even closer to customers:
featuring exclusive lingerie sets, loungewear,
accessories, cosmetics and, above all, personalized
expert advice. It’s all about “Boudoir Chic”.
Far from being limited to “words and images” or
simple façades, these brands are each offering their
individual expression of an ambition shared by the
sector as a whole: creating desire, inspiration and
highlighting the product as a work of art for dayto-day use. Lou has visibly repositioned the brand
with a new communication identity, ambitious
media plan and interactive website. Web 2.0-based
communications notably include a City Guide
created in association with influential bloggers.
Lou has come up with another idea that was so
simple it might have been overlooked... bonding
bra straps for extra softness and concealing elastic
tape on the bra back to prevent unflattering bulges.
Cadolle has created different shapes of bustier to
best suit each woman’s body and personal style:
square or sweetheart necklines, plunging or pushup cleavage, etc.
Carlin
International
Forum
Interview with Sonia Chevalier, project manager
The forum is called “Very
Couture”. What’s it all
about?
We have clearly observed the early
stages of a return of value and
quality on the market. The notions
of savoir-faire and product durability
are emerging in opposition to the
phenomenon of throwaway fast
fashion. “Very Couture” highlights the
various elements of this evolution:
the return of a quintessentially French
couture spirit, the proud statement
of genuine fashion expertise, with
ever more complex designs, perfectly
executed garments featuring a rich
wealth of details, that are difficult to
emulate in a fast fashion version, and
brand new shapes for an innovative
vision of couture. The forum explores
three different facets of this concept:
“Désir Couture”, “Perfection Couture”
and “Vision Couture”.
What are the differences
between these three
applications?
“Désir Couture” is the most feminine
of the themes. It will feature refined
products, giving pride of place
to lingerie and corsetry classics.
“Perfection Couture” embodies
a more upscale universe with a
selection of highly elaborate pieces
with complex constructions and
shapes. Finally, “Vision Couture” is the
design-focused theme, placing the
accent on innovation and new cuts.
© Made in Femmes
How will the concept be
displayed?
“Very Couture” echoes the codes of
couture: from the design studio to
the boutique, via the workshop and
catwalk show, the forum will feature
all the different stages required to
conjure up a couture spirit. The main
area, “Very Couture”, will show-off
products in a bold display. The “Désir
Couture” area represents the intimate
and warm interior of a couture
boutique. “Perfection
Couture”
transports us into the atmosphere of
a creative workshop. Finally, “Vision
Couture” offers a far more designfocused style. Each different area is
organized around a work table and
each space offers an original and
easily appropriable merchandising
idea to inspire visitors’ creativity.
Very Couture
© Simone Pérèle
© Empreinte
© Parah Noir
The French
Market
2009 Figures
2009 Data, source IFM on behalf of the Salon International de la Lingerie 2010
Lingerie sales in 2009*
2,5 billion e
i.e. a 4.5% decrease in value in comparison to 2008
* 2009: estimation based on the first 8 months of 2009
Total Lingerie = lingerie + corsetry+nightwear and loungewear (including dressing gowns)
Average lingerie budget per woman in 2009*
Average lingerie budget per woman in 2009*
e 93
15-24 € 101
25-34 € 104
35-44
€ 100
45-54**
€ 109
** new
55-65
€ 94
* * 2009: estimation based on the first 8 months of 2009
Total Lingerie = lingerie + corsetry+nightwear and loungewear (excluding dressing gowns)
over 65s € 65
Women aged between 45 and 54 are top-ranked for the first time, coming in ahead of 15 to 24-year-olds
who had previously been the biggest spenders in the intimates sector for a number of years.
Regional breakdown
of 2009 expenditure*
expenditure in million euros
South West
Paris region
East
South East
West
Mediterranean
Paris basin, West
North
Paris basin, East
* 2009: estimation based on the first 8 months of 2009
Total Lingerie = lingerie + corsetry+nightwear and loungewear
(excluding dressing gowns)
2009 market share value according
to distribution channel*
Percentage
Specialist retail chains
Large mass-market clothing retailers
Hyper/supermarkets
Independent multi-brand boutiques
Mail-order
Department stores and budget stores
Others (including sports shops)
10
* 2009: estimation based on the first 8 months of 2009
Total Lingerie = lingerie + corsetry+nightwear and loungewear
(including dressing gowns)
Men and lingerie
Lingerie is not as common a “gift” idea as we might
expect: only 15% of men purchase women’s
lingerie sets. 2
Somewhat
strange
statistics
Women and lingerie
Women aged between 45 and 54 are feeling
good about themselves and showing off their
feminine side.
This group spent the most in the intimates
domain in 2009, overtaking 15 to 24-year olds for
the first time. 1
Are women from the South-West of France
particularly keen on lingerie?
This is the group that spent the most (representing
16% of expenditure in value terms); thus overtaking
Parisians, who reduced their lingerie expenditure
in 2009 (17% of expenditure in 2008 as opposed
to 14% of expenditure in 2009). 1
2
Men are most likely to buy lingerie coordinates
when aged between 25 and 49: 1 in 4 of these
men purchase lingerie, with an average budget of
€40 a year. 2
The internet and lingerie
French women make more and more of their
lingerie purchases online. 2
These web-users are under 50, hold a university
degree or equivalent (Bachelors, Masters and
research degrees) and live in large and averagesized cities (excluding Paris). 2
Men are responsible for 32% of online purchases
of women’s lingerie ! 2
November is a crucial month online!
11% of annual online lingerie sales were generated
in November 2009, although the month only
represents 6.5% of the market when all channels
are considered. 2
Source IFM – Institut Français de la Mode on behalf of the Salon International de la Lingerie, 2010 Edition
Source TNS Worldpanel
11
1
This attitude varies depending on the generations:
young men (the under 25s) rarely give lingerie as
a present (only 1 in 10!). In this department, little
progress is made with age: only 13% of older men
(the over 50s) purchase lingerie; on the other
hand, this latter group spends more than all the
other groups: 50 euros. 2
Freya
f
creator of the year
2010
Rewarded for its dynamism by
the Salon International de la
Lingerie
© Freya
© Freya
The Freya brand has been named Creator of the Year 2010 by the Salon
International de la Lingerie within the framework of Paris, Capital de la Création.
This title rewards the UK brand’s creativity and designs, as well as its dynamism
and bold Marketing and sales support (Fitting Experts, Communication
campaigns created with the famous British agency RBH…)
Launched in 1998 by the British group EVEDEN (Fauve, Goddess, Elomi, Fantaisie
and Freya), Freya specializes in “young and trendy” lingerie for larger cup-sizes.
Freya represented 48% of the Eveden group’s overall sales in 2008. Combining
typically London styling and technical features, the brand fulfils the increasing
expectations of curvy young women, who are looking for fashion-forward
intimates that fit … all the way up to J-cups.
12
To access the brand’s press area and download images:
www.freyalingerie.fr
Login: press
Password: eveden
f
Freya
13
© Freya
emo...
The show
in figures
47th edition
3 days of professional networking
2 new halls – Pavilions 3&4
to the Salon International
20,254. visitors
de la Lingerie in 2009
61% international visitors
102 visitor countries
5 product sections
14
500 exhibitor brands in 2010
newcomers
including 90
70% international brands
Pavilion 4
Be Essential (lingerie, corsetry and
hosiery)
Reference
Aubade (FR), Chantelle (FR), Lou Paris (FR), Simone
Pérèle (FR), Implicite (FR), Millesia (FR), Lejaby (FR),
Max Mara (IT), Le Bourget (FR), Gerbe (FR), Jolidon
(ROM)…
New brands: Aimer (CN), Nica Ricci (FR), Pierre
Mantoux (IT), Bombon Lingerie (EST), Curvy
Kate (UK), La Clover (CN), Trasparenze (IT), Voluty
(FR)…
Be Chic (luxury and designer
collection)
© Lingadore
© Simone Pérèle
© Le chat
© Bien Fée pour Toi
Valéry (IT), Donna Karan (USA), Paladini (IT),
Christies (IT), Verde Veronica (IT), Margherita
Mazzei (IT) DKNY (USA), Parah (ITA), Christies (IT),
Si é Lei (IT), Save the Queen – Moon ! (IT), Carol
Malony (USA)…
New brands: John Galliano (FR), Just Cavalli (IT),
Bikkembergs (BE), Roberto Cavalli (IT), Cotton
Club (IT), RC Crescentini (IT), Harlette (UK),
Vannina Vesperini (FR)…
Sally Poppy (UK), Bien Fée pour Toi (FR), Les Jupons
de Tess (FR), Only Hearts (UK), Damaris (UK), Lounge
Lover (UK), Occidente (FR), Weiss (AL), Wundervoll
(AL), Fleur T (UK), Nuits de Satin (FR)…
New brands: Nikki-Noo (UK), Dirty Pretty Things
(UK), My Way Legwear GMBH (AL), House Of
Girard (UK), Life’s Not Fair But… My Knickers Are !
(UK), La Decollette (NL), Jours Après Lunes (FR),
Nichole de Carle (UK), Poule de Luxe (UK)...
Be Men (men’s underwear and
homewear)
Eminence (FR), Udy (ESP), Impetus (PT), Sapph (NL),
Calida (CH), Bikkembergs (BE), John Galliano (FR),
Zimmerli of Switzerland (CH), Olaf Benz (DE)…
New brands: Funderwear (NL), Paul Marchand
(JPN), Aware (UK), Clubber (FR)…
Pavilion 3
Be Lounging (homewear,
loungewear and nightwear)
Marie-Claude Frémau (FR), Régence (FR), Taubert
(AL), Eva B Bitzer (AL), Féraud (AL), Rue du Faubourg
(FR), Christian Cane (FR), Louise Mitchell (AUS), Le
Chat (FR), Les Flâneuses (FR), Laurence Tavernier
(FR), Alba (IT), Diliar (IT), Canat (FR)…
New brands: Fargeot (FR), Teamstone (PT),
Magie Di Luna (IT)…
A showroom village
has been set up for brands seeking a higher level
of privacy for their show participation: Lejaby
(FR), Nina Ricci (FR), Nota Lingerie (GR), Cotonella
(IT)…
15
Be Spicy (young designers and
avant-garde collections)
© Fishbelly
fash
Fashion
focus
Offering a veritable hotbed of
trends, the Forums have been
created by Nelly Rodi and
Carlin International
16
© Chantelle
© Curvy Kate
Body Unlimited
Very Couture
The BODY UNLIMITED forum has been
designed as a veritable living space and
source of inspiration for all the SIL participants:
international buyers, designers, retailers,
exhibitors and journalists. It enables us to open
up to other sectors such as sport, the beauty
industry, etc. and will feature performances by
sportsmen and women, dancers and gymnasts
who will bring the concept to life. This will give
us an opportunity to present specific fashion
trends and highlight exhibitors’ products in a
spectacular way.
Having observed a dilution of value in the
current consumption context, the style agency
asks the following question: “what constitutes
top-of-the-range?” A sense of cuts, expertise
and know-how, perfect mastery of volumes,
attention to detail… Carlin is launching a
campaign to re-establish the quality and knowhow of the intimates sector through a veritable
Couture Studio, featuring all the different
stages required to conjure up a veritable
couture spirit.
Thus, Nelly Rodi will create an arty atmosphere
to highlight the contradictions of today’s
society:
Organized around several different work
tables, the objective of the forum is to inspire
dreams by defending the idea of the “Right
Product at the Right Time” via three potential
applications in the lingerie domain:
by Nelly Rodi
by Carlin International
hion
- a desire for performance and continual efforts
to control the body which is shaped, sculpted
and regulated to the extent of imposing
genuine constraints,
- as opposed to the need for freedom since the
body is supposed to be relaxed, at ease and
serene.
With performance on one side and total
relaxation on the other …
a clear trend emerges: of pushing back our
bodies’ boundaries. Whether this involves
control, performance and effort or relaxation,
freedom and gentle movements. Ever more
extreme sports are becoming widespread on
the one hand, while relaxing and beautifying
activities such as yoga and Pilates, etc. are
increasingly popular on the other.
- Désir Couture: highly feminine, this theme
brings together wonderfully refined products
to celebrate the classic codes of corsetry and
lingerie,
- Perfection Couture: invariably luxurious, this
theme features the most elaborate pieces,
thoroughly exceptional products,
- Vision Couture: placing the accent on design
and innovative cuts.
The performances will take place at
12.00 midday and 2.00pm on Sunday
24th January to illustrate two different
themes:
12:00 pm: midday: aerial performance on
the theme of the body freed of
constraints
17
2:00 pm: contemporary dance
performance on the theme of
the body under control
Catwalk Shows
© Mysterious Diamonds
a new format for brands
The Brands Catwalk Show offers exhibitors
an opportunity to showcase new products
and must-have pieces from their AW 2010/11
collections, presenting up to 3 outfits on the podium
simultaneously. This new format is designed to better
fulfil the requirements of buyers who appreciate the
at-a-glance overview of all the different styles available
for a single design.
The shows will feature a variety of backdrops,
transporting the audience to Paris via four of its “chic
and hip” hotels; Hôtel du Nord – Pershing Hall – Murano
and Diamond Opéra...
The conferences
100% trend-focused expertise
18
Devoted exclusively to trends for the first time, the
conferences have been put together by the most
prestigious Parisian style agencies: Nelly Rodi, Carlin
International, Concepts Paris and Promostyl.
Intima magazine has also conducted a survey of 500
retail outlets in association with a number of other
titles in the NetworkDessous groups (in France, Italy,
Germany, the UK, Spain and Portugal) to find out what
the boutiques think of loungewear. The results will be
presented in a conference in Hall 3 on Saturday 23rd
January at 2.00pm.
© Mysterious Diamonds
19
© Mysterious Diamonds
collection
fall/winter 2010 2011
Sleepoverparty
the world’s biggest “pyjama party”
The Salon International de la Lingerie will be
holding a Sleepover Party on Saturday 23rd
January from 7.30pm in Pavilion 3 which will be
transformed into a wonderfully cosy cocoon for the
800 guests.
The programme includes a Loungewear catwalk show,
a buffet of sweet treats and a nostalgic atmosphere
surrounded by cuddly toys and cupcakes, giant
mattresses and pillows!
The objective: to organize the world’s biggest Pyjama
Party!
To coincide with the Salon International de la
Lingerie 2010, the Pershing Hall hotel is launching a
competition to design the “Most Gorgeous Robe”.
The loungewear brand whose design has been
selected for the new hotel and spa robes will be
revealed during the “Sleepover party”.
© SleepoverParty
Purchase
aandTeddy
Bear
be the first to support Pink Bra
Bazaar!
At the initiative of the Salon de la Lingerie, 500
‘teddy bears’ will be sold in support of Pink Bra
Bazaar, the first charity uniting women and the
world of lingerie (boutiques, manufacturers,
designers and media…) to overcome breast
cancer.
Funds received will support research, prevention,
screening and early diagnosis with the Pierre
Huth Center of the Alfred Fournier Institute in
charge of early detection of cancers as the first
French beneficiary
Passion for lingerie. Passion for a cure.
Passion pour la lingerie. Passion pour la vie. ®
Private lingerie sales dedicated
to breast cancer
Contacts
Kathryn KEMP-GRIFFIN,
Pink Bra Bazaar Association
T. 06 71 20 71 77 | [email protected]
Marie-Dominique TABARD,
Buzz & Com
T. 06 71 79 67 77 | [email protected]
20
www.pinkbrabazaar.org
© Aubade
© Lounge Lover
© Occidente
© Passionata
Demonstrating
the show’s commitment alongside designing hope
For the first time, the Salon International de la Lingerie will be bringing together some
of the biggest names in lingerie (Aubade, Chantelle, Passionata, Wacoal, Ritratti, Verde
Veronica, Empreinte, Valéry, Simone Pérèle, Carol Malony, Implicite, Occidente, Pain de
Sucre and Loungelover) around a solidarity-based project: “Fashion Designs Hope” initiated
by the Designing Hope association* which works to help women affected by HIV and AIDS
in Southern Africa. The brands will therefore be working on the theme of light, a symbol of
hope and one that is very important to the association. Their designs will then be sent to
Africa, to be brought to life by women whose craftsmanship earns them a regular monthly
wage, as well as an opportunity to regain their place in society and access to treatment.
The Salon International de la Lingerie will be presenting a sneak preview of these unique
creations - veritable working lampshades - in January 2010.
They will then be sold to order from February 2010 from Designing Hope (Viaduc des
Arts - 67 avenue Daumesnil - 75012 Paris – Tel: 0033 (0)1 43 46 79 18) then exclusively
by a Parisian department store from November 2010 for the benefit of HIV-positive
women in Swaziland. Designing Hope will also receive a donation of €8 for each article
sold, enabling it to finance preventive and community actions.
View the Fashion Designs Hope
embroidered lampshade exhibition
at the Salon International de la Lingerie
* The Designing Hope NGO:
The Designing Hope (Dessine L’Espoir) association is a solidarity-based NGO relying on
high profile fashion professionals and a strong concept: “Artists design hope which is then
transformed into a unique object by African women” on the theme of light, a symbol of hope.
This project creates a link between the world of fashion and women affected by HIV and AIDS
in Southern Africa. Since 2003, it has brought together over 70 of the biggest names in fashion:
Vivienne Westwood, John Galliano, etc.
www.dessinelespoir.org
SALON
International
de la LINGERIE
21
Location: Pavilion 4 - Zone Be Spicy - Sunday, January 24, 2010 - 12:00 pm
www.dessinelespoir.org / www.lingerie-paris
p
must-see
products
Agathe et ses Princes Aubade
Fashion-forward,
patented nursing lingerie
The Belgian brand offers trendy nursing lingerie with a
front-opening system situated conveniently between
the cups. Covered by a worldwide patent, the system
features a magnetic fastening on the underwire and
within the flap, allowing breastfeeding mums to
open and close the flap single-handedly. Agathe et
ses Princes now boasts a network of over 200 retail
outlets throughout the world and is available online:
www.firmaman.fr,
www.tilaure.fr,
www.mamarella.com …
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© Agathe et ses Princes
Launches ready-to-wear line!
The famous lingerie brand will be using its stand to
offer an exclusive presentation of its hosiery line and
capsule bodywear collection: tops and shorties in
lace, wool and silk - to be revealed or concealed - as
well as seamed stockings, hold-ups and corset-style
tights to ensure that the best-dressed legs will be in
Aubade next winter.
© Aubade ‘Fleur de Dentelle’
La Decollette
Lisca
The first anti-wrinkle bra
Intelligent bra
La Decollette is launching its anti-wrinkle bra at
the Salon International de la Lingerie. This Dutch
invention is designed for women who suffer from
vertical wrinkles on the cleavage. Advancing years
combined with sun-damage can intensify these
wrinkles and they are difficult to eliminate. A few
years ago, Rachel de Boer, the creator behind La
Decollette, discovered that there were no treatments
or products available to smooth out these lines. Her
anti-wrinkle bra is a cup-less night bra which holds
the breasts in place while the wearer sleeps. “Vertical
wrinkles appear because the breasts are pressed
together while sleeping. The older you get, the longer
the wrinkles take to disappear. In some cases they
can even become permanent. Supporting the breasts
prevents these wrinkles from forming”, she explains.
Her Decollette bra simply relies on the skin’s natural
regeneration capacities. Tested on a select group of
women, the results proved spectacular.
Decollette will be available through the online shop
in various European countries, such as Belgium, the
UK, France, Spain and Germany.
By reacting to body temperature, Lisca’s Smart
Memory Bra memorizes the movements and curves
of the chest, moulding itself to fit the wearer’s body
perfectly like a second skin. Women’s bodies fluctuate
in size over the course of the month. This push-up
bra, developed using NASA technology, features
a responsive foam which allows it to change shape
with variations in temperature. It therefore adjusts
to fit the breasts on contact with the skin to ensure
optimal comfort and fit.
Available for purchase online from €38:
www.lisca.com/shop
© Lisca
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© La Decollette
p
must-see
products
LZ
The 67g bra!
Designed in Brazil, Oxygen is a bra that will totally
overturn existing attitudes to invisible and no-show
lingerie: this ultra-light model which weighs only
67g, shapes the body, providing comfort and hold,
and cannot be seen through clothing thanks to a
bold colour choice called Cloud – a crushed raspberry
pink which remains invisible, even below white.
Something to banish traditional nudes to the back of
the cupboard!
Jolie Princesse
Retro but innovative shapewear
A new brand on the lingerie scene (created in July
2009), Jolie Princesse offers refined shapewear with a
retro feel that is definitively innovative. New patternmaking, placement and cutting techniques have
enabled the brand to design smart products which
enhance the silhouette or specific areas of the body
(support and pressure points, comfort, finishes, etc.).
The use of fabrics with corrective properties and
new state-of-the-art machinery allow for high-tech
finishes and lend the articles functional qualities that
were not previously envisaged.
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© Jolie Princesse
Milkshake par
Jours après Lunes
Milk protein-enhanced briefs
Inspired by Cleopatra, who used to bathe in milk
to maintain her skin’s beauty, Jours après Lunes
is the first creative brand to come up with a line of
underwear featuring milk proteins. The appropriately
named MILK-SHAKE line is kind to the skin, while
offering a new silky comfort to keep the skin healthy,
moisturized and soft.
Developed using bio-engineering, the process
guarantees the yarn’s high protein-content, featuring
over 10 different kinds of amino acids, for enhanced
moisturizing properties. This knitted fabric looks like
silk and offers a host of advantages: extreme softness,
comfort, moisturizing, antibacterial properties and
anti-moisture protection. The milk protein knit is
also manufactured using environmentally-friendly
renewable resources.
MILK-SHAKE is designed for little girls and their mums
and is available in a strawberry milkshake palette.
Sure to whet your appetite!
© Jours après Lunes
Others not
to be missed
Simone Pérèle
Launches Invisi’Bulles
Bravado ! Designs and its Bliss
Nursing Bra using Flexifit TM Channel
Simone Pérèle is offering a light-as-air line of briefs
with an invisible finish. Created using ultra-fine
microfibre with bonded edges, this new collection
will not show through clothing and is available in
4 different styles and 3 colourways.
Cake” nursing lingerie
Cake Lingerie and its “Let Them Eat
Calida and its Party Night men’s underwear
line in thermo-breathable Tactel polyamide.
Something to celebrate all night long!
Carol Malony and its “Love That Lift!”
shaping bra
Fishbelly and its ultra-light, skin-skimming
one-piece
Felina which is celebrating its 125th birthday
LingaDore is launching a new brand
called Moments by LingaDore
© Simone Pérèle
Luna and its Miracle Platinum line – a
collection of push-up bras, available in a variety
of different versions: balconnet, triangle,
plunging cleavage, etc.
Paul Marchand and their men’s
underwear with hand-made “destroyed” effects
Post-surgery lingerie
NatyB has arrived online: a site entirely dedicated to
women who have undergone breast surgery with a
collection of post-mastectomy lingerie, combining
comfort and sex appeal, without overlooking
functionality with a brand new system for opening
the pocket designed to hold the prosthesis. The
objective is to help women who have undergone
breast surgery continue to feel feminine.
Pierre Mantoux ((established in
1932) product range, including Magic Shape
tights
Secret d’Eva, a new luxury lingerie
brand designed for larger cup-sizes. Created in
2008, collections are fully manufactured and
produced in France.
Tallulah Love with its luxurious, ultra-
retro styling
Weiss and its “nightwear” leggings with
matching loungewear outfits which we’d love to
wear out of the house (sarouel pants, dress, etc.)
25
Soyelle & Naty B
Live show
News
La Petite Coquette
Mzelle Fraise
Petite-Coquette.com is the first information
portal specifically devoted to intimates. The site
features all the latest lingerie-fashion trends, a
shopping guide, new products and revelations,
as well as all the news from the Salon
International de la Lingerie 2010 “live” from
Porte de Versailles. With a monthly audience
of over 150,000 visitors, it has quickly made its
mark as the reference site for consumers and
professionals in the intimates sector.
Mzelle-Fraise was born somewhere in the very
early 80s, when the eyes of the world were
tuned into Dallas. As she grew up, she began
drawing blue giraffes: quite a blow to her career
as a chartered accountant. Giving free rein to
her pencils was a much wiser choice.
She can be tracked down in Paris thanks
to a delicious perfume of strawberries or
macaroons. Her favourite hiding places are
the cinema, café terraces for people-watching,
planes and trains for the ultimate getaway.
Mzlle Fraise will be exploring the Salon
International de la Lingerie for the first
time. You might stumble across her in one
of the aisles or check out her blog: http://
mzelle-fraise.fr in which she reports on her
adventures in Planet Lingerie.
http://www.petite-coquette.com (FR)
http://www. petite-coquette.co.uk (US/UK)
Contact éditeur : Samuel Dhonte
[email protected]
26
http://mzelle-fraise.fr
Press
Office
Press office
64 rue Jean Jacques Rousseau - 75001 PARIS
T. +33 (0)1 55 34 37 60 | F. +33 (0)1 55 34 37 67
Virginie Gondoui Write press agent
[email protected]
Virginie Zucconi Press agent TV/Radio
[email protected]
An relay
to accompany you
EUROVET
37/39 rue de Neuilly - BP 121 - 92582 Clichy, France
T. +33 (0)1 47 56 32 32 | F. +33 (0)1 47 56 32 99
Angèle Sitbon
[email protected]
Press Relations
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