SALON LINGERIE International

press RELEASE

SALON International de la LINGERIE 23.24.25 January 2010 www.lingerie-paris.com © Valery Prestige © Wacoal Are the terms freedom and control a complete contradiction? Not necessarily 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 ranslatingon thetrends other. From a design perspective, professionals are choosing the complex art their mode of expression and creating an infinite number t of femininity... 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 “buttock- enhancing” 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 © Lou 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 body- shaping 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. RodiNelly 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. © Chantelle 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! What are the forum’s How did you come up with highlights? the forum design? The“Body Unlimited” concept enables We wanted the product display to us to open up to other sectors such be as striking as possible with a as sport, beauty, etc. The forum will veritable arty atmosphere. The idea feature performances by sportsmen was to make this forum a “living” and women, dancers and gymnasts space, a source of inspiration for all who will bring the concept to life. the Salon International de la Lingerie This will give us an opportunity to participants: international buyers, present specific fashion trends to designers, retailers, exhibitors and our visitors and highlight exhibitors’ journalists. products in a spectacular way. © Sexy panties

© Occidente © Lou Body Unlimited © 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 © Implicite shapes and fabrics…

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 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 Getting 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. your know-how The wider the size-range, the longer it takes to finalize: since fabrics are evolving and are selected noticed precisely for each size, in order to ensure optimal hold and fit for individual body-shapes.

Each stage, each detail and each profession is Repositioning the market... crucial. Take the pattern-maker for example. In France, around sixty experienced pattern-makers Do brands help change attitudes or is it the other work in the corsetry domain. Far from declining, way round? In the last few years we have all it is a profession with a bright future, for which noticed a clear dilution in the notion of value and training colleges have recently been created. A hence prices. There is little doubt that the credit new generation of enthusiastic pattern-makers is crunch has contributed to this trend. Luxury is on the way... For lingerie specialists, the work of becoming accessible to all, ranges are segmented the pattern-maker requires painstaking attention into an ever increasing number of different levels to detail in order to provide the wellbeing that and discounters and web-based private sales are women expect from their lingerie. Creative teams taking off... This phenomenon has heightened and pattern-makers work hand-in-hand. consumers’ distrust of the notion of “price” … Our points of reference have become blurred and it’s The technical expertise required, the various time to make them clear again. stages in the creative and pattern-making process and the decision to use an exceptionally fine Calais The world of luxury, fashion in general and the lace rather than a less delicate fabric are just some intimates sector need to reclaim their “official” role of the criteria which restore the true value of the and re-establish their capacity to inspire dreams, “lingerie” product. Innovation makes all Communications the difference highlight know-how

On the design side, professionals are ever on By reaffirming their savoir-faire and maximizing the look out for ways to combine wellbeing and innovation, corsetry and lingerie-makers raise the aesthetics. Invisible and “no-show” styles, for level of the range. This is immediately echoed in example, which were previously relegated to the their communications. The “French Art of Loving” “essential, but not necessarily sexy” category, by Aubade paved the way and a number of brands are receiving a great deal of interest, resulting in have since taken a closer look at their intrinsic increasingly high-design styles. The “Etincelle de values, in order to enhance their appeal through douceur” collection was already available from sales promises, visuals and products. Empreinte Aubade, with the brand revisiting invisible styles has thus penned a new signature “La beauté in slate-blue or raspberry red, featuring lace- généreuse” (curvaceous beauty). Simone Pérèle is print unfinished edges and Swarowski crystals reaffirming its identity with the tagline “Simone. So delicately placed on a band of flesh-coloured tulle. French.” and Chantelle called upon Peter Lindberg Empreinte also created an all-lace version entitled and Stéphanie Seymour to go “Beyond Beauty”. “Melody”. Kate Barry will be behind the lens for the 2009- 2010 collection, offering the brand access to the Lou has come up with another idea that was so world of art and contemporary style. For luxury simple it might have been overlooked... bonding that is never ostentatious... bra straps for extra softness and concealing elastic tape on the bra back to prevent unflattering bulges. Communication is also inseparable from brand Cadolle has created different shapes of bustier to experiences: the way clients are welcomed in best suit each woman’s body and personal style: boutiques or concept stores offering a completely square or sweetheart necklines, plunging or push- new type of retail. London’s fashionistas can head up cleavage, etc. to Apartment C, a store offering a multi-brand selection in an intimate “home” environment, Those who appreciate the shape-enhancing complete with lounge, library, etc. Dutch shoppers corsetry of yesteryear – ever more 21st century have the Kant Amsterdam boutique which regularly women seem to fall into this category – will organizes meetings offering advice and fittings. welcome the use of microfibre or cosmetic fabrics Each customer is measured and goes home with for the ultimate wellbeing. This innovation can two little cards showing their measurements (one be found in a new multi-functional retro girdle for the customer and one for her partner). Freya from Aubade which uses current technologies to offers retailers the services of a Fitting Expert to reinterpret 1950s girdles, offering comfort and sex train them in the sector’s highly specific technical appeal (in Lycrafort tulle with progressive stretch aspects and know-how. Chantelle has come and high shaping capacities). up with an all-encompassing world of beauty enhancement to get even closer to customers: Innovating also means creating new products and featuring exclusive lingerie sets, loungewear, fulfilling requirements that had been previously accessories, cosmetics and, above all, personalized overlooked: Lisca is offering the Smart Memory expert advice. It’s all about “Boudoir Chic”. Bra, a heat-responsive bra which adapts to suit the breast by warming up when it touches the Far from being limited to “words and images” or skin. It comes with the promise of optimal comfort simple façades, these brands are each offering their and fit.La Decollette is launching an anti-wrinkle individual expression of an ambition shared by the bra which helps prevent vertical wrinkles forming sector as a whole: creating desire, inspiration and on the wearer’s cleavage. highlighting the product as a work of art for day- to-day use. Lou has visibly repositioned the brand Mums-to-be are reclaiming their right to wear with a new communication identity, ambitious pretty lingerie with brands like Made in Femmes media plan and interactive website. Web 2.0-based & Mademoiselle Mum, Anita, Bravado! communications notably include a City Guide Design, Anielina and Cake Lingerie… Agathe created in association with influential bloggers. et ses Princes has patented a magnetic fastening system and offers nursing lingerie that is at once beautiful and comfortable. InternationalCarlin 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: © Made in Femmes 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 How will the concept be brand new shapes for an innovative displayed? vision of couture. The forum explores “Very Couture” echoes the codes of three different facets of this concept: couture: from the design studio to “Désir Couture”, “Perfection Couture” the boutique, via the workshop and and “Vision Couture”. catwalk show, the forum will feature all the different stages required to What are the differences conjure up a couture spirit. The main between these three area, “Very Couture”, will show-off applications? products in a bold display. The “Désir “Désir Couture” is the most feminine Couture” area represents the intimate of the themes. It will feature refined and warm interior of a couture products, giving pride of place boutique. “Perfection Couture” to lingerie and corsetry classics. transports us into the atmosphere of “Perfection Couture” embodies a creative workshop. Finally, “Vision a more upscale universe with a Couture” offers a far more design- selection of highly elaborate pieces focused style. Each different area is with complex constructions and organized around a work table and shapes. Finally, “Vision Couture” is the each space offers an original and design-focused theme, placing the easily appropriable merchandising accent on innovation and new cuts. idea to inspire visitors’ creativity. © Simone Pérèle

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* e 93

Average lingerie budget per woman in 2009* 15-24 € 101 25-34 € 104 35-44 € 100

** new 45-54** € 109 * * 2009: estimation based on the first 8 months of 2009 55-65 € 94 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 2009 market share value according Mediterranean to distribution channel* Paris basin, West Percentage North Paris basin, East

* 2009: estimation based on the first 8 months of 2009 Total Lingerie = lingerie + corsetry+nightwear and loungewear Specialist retail chains (excluding dressing gowns) Large mass-market clothing retailers Hyper/supermarkets Independent multi-brand boutiques Mail-order Department stores and budget stores Others (including sports shops)

* 2009: estimation based on the first 8 months of 2009 Total Lingerie = lingerie + corsetry+nightwear and loungewear (including dressing gowns) 1 0 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

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 Somewhat 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 strange 2 statistics €40 a year. The internet and lingerie Women and lingerie French women make more and more of their Women aged between 45 and 54 are feeling lingerie purchases online. 2 good about themselves and showing off their feminine side. These web-users are under 50, hold a university degree or equivalent (Bachelors, Masters and This group spent the most in the intimates research degrees) and live in large and average- domain in 2009, overtaking 15 to 24-year olds for sized cities (excluding Paris). 2 the first time.1 Men are responsible for 32% of online purchases Are women from the South-West of France of women’s lingerie ! 2 particularly keen on lingerie? This is the group that spent the most (representing November is a crucial month online! 16% of expenditure in value terms); thus overtaking 11% of annual online lingerie sales were generated Parisians, who reduced their lingerie expenditure in November 2009, although the month only in 2009 (17% of expenditure in 2008 as opposed represents 6.5% of the market when all channels to 14% of expenditure in 2009). 1 are considered. 2

1 Source IFM – Institut Français de la Mode on behalf of the Salon International de la Lingerie, 2010 Edition 2 Source TNS Worldpanel 11 Freya creator of the year 2010 Rewarded for its dynamism by the Salon International de la Lingerie

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.

To access the brand’s press area and download images: www.freyalingerie.fr Login: press Password: eveden 12 f Freya

90 5 2 3 th % % The show The in figures in .

exhibitor brands in2010 sections product visitor countries international visitors in2009 de laLingerie visitors to International theSalon new halls–Pavilions 3&4 international brands newcomers memo...days ofprofessional networking edition

Pavilion 4 Be Essential (lingerie, corsetry and Reference hosiery) 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)…

© Lingadore © Simone Pérèle Be Chic (luxury and designer collection) 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)…

© Le chat © Bien Fée pour Toi Be Spicy (young designers and avant-garde collections) Sally Poppy (UK), Bien Fée pour Toi (FR), Les Jupons de Tess (FR), Only Hearts (UK), Damaris (UK), Lounge Pavilion 3 Lover (UK), Occidente (FR), Weiss (AL), Wundervoll Be Lounging (homewear, (AL), Fleur T (UK), Nuits de Satin (FR)… loungewear and nightwear) New brands: Nikki-Noo (UK), Dirty Pretty Things Marie-Claude Frémau (FR), Régence (FR), Taubert (UK), My Way Legwear GMBH (AL), House Of (AL), Eva B Bitzer (AL), Féraud (AL), Rue du Faubourg Girard (UK), Life’s Not Fair But… My Knickers Are ! (FR), Christian Cane (FR), Louise Mitchell (AUS), Le (UK), La Decollette (NL), Jours Après Lunes (FR), Chat (FR), Les Flâneuses (FR), Laurence Tavernier Nichole de Carle (UK), Poule de Luxe (UK)... (FR), Alba (IT), Diliar (IT), Canat (FR)… New brands: Fargeot (FR), Teamstone (PT), Magie Di Luna (IT)… Be Men (men’s underwear and homewear) Eminence (FR), Udy (ESP), Impetus (PT), Sapph (NL), Calida (CH), Bikkembergs (BE), John Galliano (FR), A showroom village Zimmerli of Switzerland (CH), Olaf Benz (DE)… has been set up for brands seeking a higher level New brands: Funderwear (NL), Paul Marchand of privacy for their show participation: Lejaby (JPN), Aware (UK), Clubber (FR)… (FR), Nina Ricci (FR), Nota Lingerie (GR), Cotonella (IT)… 15 © Fishbelly Fashion focus Offering a veritable hotbed of trends, the Forums have been created by Nelly Rodi and Carlin International © Chantelle

16 © Curvy Kate fashion Body Unlimited Very Couture by Nelly Rodi by Carlin International

The BODY UNLIMITED forum has been Having observed a dilution of value in the designed as a veritable living space and current consumption context, the style agency source of inspiration for all the SIL participants: asks the following question: “what constitutes international buyers, designers, retailers, top-of-the-range?” A sense of cuts, expertise exhibitors and journalists. It enables us to open and know-how, perfect mastery of volumes, up to other sectors such as sport, the beauty attention to detail… Carlin is launching a industry, etc. and will feature performances by campaign to re-establish the quality and know- sportsmen and women, dancers and gymnasts how of the intimates sector through a veritable who will bring the concept to life. This will give Couture Studio, featuring all the different us an opportunity to present specific fashion stages required to conjure up a veritable trends and highlight exhibitors’ products in a couture spirit. spectacular way.

Thus, Nelly Rodi will create an arty atmosphere Organized around several different work to highlight the contradictions of today’s tables, the objective of the forum is to inspire society: dreams by defending the idea of the “Right Product at the Right Time” via three potential - a desire for performance and continual efforts applications in the lingerie domain: to control the body which is shaped, sculpted and regulated to the extent of imposing - Désir Couture: highly feminine, this theme genuine constraints, brings together wonderfully refined products - as opposed to the need for freedom since the to celebrate the classic codes of corsetry and body is supposed to be relaxed, at ease and lingerie, serene. - Perfection Couture: invariably luxurious, this theme features the most elaborate pieces, thoroughly exceptional products, With performance on one side and total - Vision Couture: placing the accent on design relaxation on the other … and innovative cuts. 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.

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 2:00 pm: contemporary dance performance on the theme of the body under control fashion17 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

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.

19 Sleepoverparty the world’s biggest “pyjama party” © SleepoverParty

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, Purchase a buffet of sweet treats and a nostalgic atmosphere a Teddy Bear surrounded by cuddly toys and cupcakes, giant and be the first to support Pink Bra mattresses and pillows! Bazaar!

The objective: to organize the world’s biggest Pyjama At the initiative of the Salon de la Lingerie, 500 Party! ‘teddy bears’ will be sold in support of Pink Bra Bazaar, the first charity uniting women and the To coincide with the Salon International de la world of lingerie (boutiques, manufacturers, Lingerie 2010, the Pershing Hall hotel is launching a designers and media…) to overcome breast competition to design the “Most Gorgeous Robe”. cancer. The loungewear brand whose design has been Funds received will support research, prevention, screening and early diagnosis with the Pierre selected for the new hotel and spa robes will be Huth Center of the Alfred Fournier Institute in revealed during the “Sleepover party”. 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]

www.pinkbrabazaar.org 2 0 © 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 Location: Pavilion 4 - Zone Be Spicy - Sunday, January 24, 2010 - 12:00 pm www.dessinelespoir.org / www.lingerie-paris 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 isthen 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 21 must-see products

Agathe et ses Princes Aubade Fashion-forward, Launches ready-to-wear line!

patented nursing lingerie The famous lingerie brand will be using its stand to The Belgian brand offers trendy nursing lingerie with a offer an exclusive presentation of its hosiery line and front-opening system situated conveniently between capsule bodywear collection: tops and shorties in the cups. Covered by a worldwide patent, the system lace, wool and silk - to be revealed or concealed - as features a magnetic fastening on the underwire and well as seamed stockings, hold-ups and corset-style within the flap, allowing breastfeeding mums to tights to ensure that the best-dressed legs will be in open and close the flap single-handedly. Agathe et Aubade next winter. 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 …

La Decollette is launching its anti-wrinkle bra at By reacting to body temperature, Lisca’s Smart the Salon International de la Lingerie. This Dutch Memory Bra memorizes the movements and curves invention is designed for women who suffer from of the chest, moulding itself to fit the wearer’s body vertical wrinkles on the cleavage. Advancing years perfectly like a second skin. Women’s bodies fluctuate combined with sun-damage can intensify these in size over the course of the month. This push-up wrinkles and they are difficult to eliminate. A few bra, developed using NASA technology, features years ago, Rachel de Boer, the creator behind La a responsive foam which allows it to change shape Decollette, discovered that there were no treatments with variations in temperature. It therefore adjusts or products available to smooth out these lines. Her to fit the breasts on contact with the skin to ensure anti-wrinkle bra is a cup-less night bra which holds optimal comfort and fit. the breasts in place while the wearer sleeps. “Vertical Available for purchase online from €38: wrinkles appear because the breasts are pressed www.lisca.com/shop 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.

© La Decollette © Lisca 23 must-see products LZ Milkshake par The 67g bra! Jours après Lunes Designed in Brazil, Oxygen is a bra that will totally Milk protein-enhanced briefs overturn existing attitudes to invisible and no-show lingerie: this ultra-light model which weighs only Inspired by Cleopatra, who used to bathe in milk 67g, shapes the body, providing comfort and hold, to maintain her skin’s beauty, Jours après Lunes and cannot be seen through clothing thanks to a is the first creative brand to come up with a line of bold colour choice called Cloud – a crushed raspberry underwear featuring milk proteins. The appropriately pink which remains invisible, even below white. named MILK-SHAKE line is kind to the skin, while Something to banish traditional nudes to the back of offering a new silky comfort to keep the skin healthy, the cupboard! 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 Jolie Princesse silk and offers a host of advantages: extreme softness, comfort, moisturizing, antibacterial properties and Retro but innovative shapewear anti-moisture protection. The milk protein knit is also manufactured using environmentally-friendly A new brand on the lingerie scene (created in July renewable resources. 2009), Jolie Princesse offers refined shapewear with a MILK-SHAKE is designed for little girls and their mums retro feel that is definitively innovative. New pattern- and is available in a strawberry milkshake palette. making, placement and cutting techniques have Sure to whet your appetite! 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.

© Jolie Princesse © Jours après Lunes p24 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 Cake Lingerie and its “Let Them Eat microfibre with bonded edges, this new collection Cake” nursing lingerie will not show through clothing and is available in 4 different styles and 3 colourways. 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

Luna and its Miracle Platinum line – a collection of push-up bras, available in a variety of different versions: balconnet, triangle, © Simone Pérèle plunging cleavage, etc.

Paul Marchand and their men’s underwear with hand-made “destroyed” effects

Pierre Mantoux ((established in Soyelle & Naty B 1932) product range, including Magic Shape Post-surgery lingerie tights Secret d’Eva, a new luxury lingerie NatyB has arrived online: a site entirely dedicated to brand designed for larger cup-sizes. Created in women who have undergone breast surgery with a 2008, collections are fully manufactured and collection of post-mastectomy lingerie, combining produced in France. comfort and sex appeal, without overlooking functionality with a brand new system for opening Tallulah Love with its luxurious, ultra- the pocket designed to hold the prosthesis. The retro styling objective is to help women who have undergone breast surgery continue to feel feminine. Weiss and its “nightwear” leggings with matching loungewear outfits which we’d love to wear out of the house (sarouel pants, dress, etc.) 25 Live show News

La Petite Coquette Mzelle Fraise

Petite-Coquette.com is the first information Mzelle-Fraise was born somewhere in the very portal specifically devoted to intimates. The site early 80s, when the eyes of the world were tuned into Dallas. As she grew up, she began features all the latest lingerie-fashion trends, a drawing blue giraffes: quite a blow to her career shopping guide, new products and revelations, as a chartered accountant. Giving free rein to as well as all the news from the Salon her pencils was a much wiser choice. International de la Lingerie 2010 “live” from She can be tracked down in Paris thanks Porte de Versailles. With a monthly audience to a delicious perfume of strawberries or of over 150,000 visitors, it has quickly made its macaroons. Her favourite hiding places are mark as the reference site for consumers and the cinema, café terraces for people-watching, professionals in the intimates sector. planes and trains for the ultimate getaway. Mzlle Fraise will be exploring the Salon http://www.petite-coquette.com (FR) International de la Lingerie for the first http://www. petite-coquette.co.uk (US/UK) time. You might stumble across her in one Contact éditeur : Samuel Dhonte of the aisles or check out her blog: http:// [email protected] mzelle-fraise.fr in which she reports on her adventures in Planet Lingerie.

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