Christian cheap lingerie stores Lacroix Links With Aubade Paris on Lingerie
PARIS Aubade Paris has teamed with Christian Wholesale Babydoll Lingerie Lacroix to reinterpret its Idylle Parisienne line, consisting ofnine pieces of lingerie including bras, briefs, a waist cincher and a nightie.
The designer conceived floral Oktoberfest Costume patterns to adorn the line, with the first one,called Princesse Imp riale, involving almond green, pastel tones and fuchsia, set to hit stores in July, and the second one, Gardenia, in pink and black, in October. Prices range from 60 euros for a tanga brief to 155 euros for a nightie, or $63 to $164 at current exchange rates.
Aubade is a very beautiful cheap lingerie stores name for France; they’re making real cheap lingerie stores corsetry, the designer told WWD.
The starting point for Oktoberfest Costume the project was Versailles and Marie-Antoinette, Lacroix said, noting he didn’t change the shapes; only adornment and print. We stuck to something classic and historic. We addressed [the print] with a mirror effect to make it modern.
So there is Leavers lace and a pompom adorning each piece, bothsignature components of the designer’s baroque style.
Lacroix recalled accompanying his mother to lingerie boutiques as a boy in the Fifties in Arles, France. The stores had names like Le Corset de Venus, with padding and ribbons inside. How reckless of her [to take methere], he said with a laugh.
Lacroix had a cheap lingerie stores line with his namesake couture house that shuttered in 2009. Subsequently, the owners of the Christian Lacroixtrademarks mounted alicensing operation following the exit of the founder, enteringthe women’s innerwear segment in 2011.
For Aubade, French maker of upscale lingerie, the Lacroix project marks its first designer collaboration following a tie-up with Paris’ Crazy Horse cabaret on a capsule collection in 2013.
We’re working on repositioning the cheap lingerie stores brand. This collaboration is to strengthen the designer and Parisian aspect that we want to accentuate, saidMartina Brown, Aubade’s deputy general manager, who joined the company in October from Wolford AG.
The average set from the Christian Lacroix line will be priced in line with our upscale Bahia couture range, at around 160 euros [or $169], addedClaire Masson, brand manager at Aubade.
The launch will be backed by visuals shot by Ali Mahdavi, the first ones in color for the brand that has runits racy Lessons in Seduction advertising campaigns in black and white for 23 years.
We want to internationalize the cheap lingerie stores brand. The first step is to adapt our collections to international markets to enter more major department stores worldwide, and the second one will be a shift in our communications. We are working on a new advertising campaign for spring 2017.
Tapping Mahdavi for the fall 2016 campaign is a first move in that direction, she noted.
Aubade’s parent company, Swiss bodywear giant Calida Holding AG, generated a turnover of 51.7 million euros in 2014, which translates to $54.7 million at average exchange rates.