CL / THE STRENGHT OF THE GROUP

CL is a design studio offering a wide range of lingerie and ready-to- wear thanks to 5 brands sharing the same requirements of quality, creativity and simplicity.  5 brands based on the principles of collaboration and innovation, they question the conventional way of designing, representing and thinking about lingerie. 

They claim this strong claim: We design lingerie

Chantelle

Chantal Thomass

Passionata

Liviera

Femilet

Chantelle

Chantal Thomass

Passionata

Liviera

Femilet

CHANTELLE : TIMELESS DESIGN

With its new image, Chantelle redefines the role of the lingerie brand, defying traditional market codes and formatted concepts of beauty. Tehya Elam is one of the four faces that Renaud Cambuzat has chosen for the new Chantelle campaign for the FW 2019-20. The emphasis is on “being”, a theme represented here by a search for inner peace and harmony between intellectual, physical and spiritual truth.

Chantelle – Tehya Elam

Chantelle – Tehya Elam

Chantelle – Tehya Elam

Chantelle – Tehya Elam

Arts Thread

Ladies’ Room collective

Lea Munsch

Alfa.brussels DecioStudio

CHANTAL THOMAS : IRREVERENT 

Chantal Thomass does things differently. Going against the grain of traditional lingerie, the brand embodies a creative spirit that is bold, irreverent, colourful and eccentric. New codes evacuating the recurring boudoir spirit in favour of a contemporary approach, between sporty winks and new, lighter shapes. But always with the impertinence and the creative dimension that have made the brand’s success.

Chantal Thomass

Chantal Thomass

Chantal Thomass

DARJEELING REDEFINES ITS BRAND TERRITORY

The brand has prepared a new fall-winter 19/20 campaign that affirms its new principles, and a particular bias in the world of lingerie: the family, with, among other things, a senior model.

Campagne automne-hiver 19/20 – Darjeeling

Campagne automne-hiver 19/20 – Darjeeling

SIMONE PÉRÈLE : LES SIMONES !

When a woman feels beautiful and comfortable in her body, she feels more confident and her days are more enjoyable. Simone Perele knows this well and affirms the importance of lingerie: the starting point for a look but also a mood for the day. What better representatives than different women, different femininities as inspiring, elegant and accessible: The Simones! They represent Perele women in their diversity and originality.

FW 2019 Margaux Avril

FW 2019 Anahi Molla Herman

FW 2019 Margaux Avril

FW 2019 Anahi Molla Herman

AUBADE METS ON ITS HISTORICAL VALUES!

For years, Aubade has been offering women the opportunity to appropriate their power of seduction through their bodies and lingerie.

Calendriers 2020 : poses  produits iconiques

Photo : Bernard Matussière

2020 Calendar: poses and iconic products

Photo : Bernard Matussière

L’éternel parisien

Aubade

The Eternal Parisian

PRINCESSE TAMTAM : ABRACADABRA – THE MAGIC OF CHRISTMAS!

Christmas magic, when you’ve got us! At the end of the year 2019, the brand is banking on the holidays and a “happy” mountain chalet atmosphere!

Princesse TAMTAM

ETAM : COSY CHALET !

Christmas magic, when you’ve got us! (bis)

Happy atmosphere “Cosy chalet” The brand offers attractive boxes to seduce its customers.

Etam

LE SLIP FRANÇAIS : 100% MADE IN FRANCE

The brand humorously represents women and men in their diversity, originality and morphology.

Le Slip Français 

Le terrible chevron bleu jean slip

COLLAB

Le Slip Français X St James revisit together a certain French tradition.

AGENT PROVOCATEUR: DANCE AS SELF-EXPRESSION

A whimsical and sensual world, scenes with a strong personality, dance as self-expression. The campaign is inspired by a new hedonism: the feeling that comes with taking care of oneself, pushing one’s body beyond its limits and expressing perversity, sensuality and pleasure without complex.

Agent Provocateur

BOUX AVENUE / THE MUSE

Winner of X FACTOR UK, Megan Mckenna, insures the Boux Avenue campaign in a very sexy and festive style. 

Boux Avenue

INTIMISSIMI : THE RUSSIAN, IRINA SHAYK

Irina Shayk embodies Intimissimi’s winter campaign to present a new ultra-light cashmere collection.

Irina Shayk – Intimissimi New Fibers

VICTORIA SECRET: ANGELS HAVE LEAD IN THE WING

For the first time since 1995, the famous angels of the high-end lingerie brand Victoria’s Secret will not parade in 2019. In 2014, nearly 9 million Americans will be following this colourful fashion show, compared to only 3.3 million last year. The reason? Numerous controversies that have marred the brand. Its critics accuse it in particular of making its models women-objects and promoting a stereotypical and unique image of beauty.

Défilé Victoria’s Secret de 2018 – Photo : Timothy A. Clary / AFP

SAVAGE X FENTY X AMAZON PRIME

Since the launch of her brand, women’s inclusiveness and empowerment have been at the heart of Rihanna’s project, which declared in 2018: “Women should wear lingerie for themselves”. The businesswoman and pop singer, now under the patronage of LVMH, has made sure that no images of her lingerie fashion show are broadcast before the exclusive broadcast on September 20th, 2019 on Amazon Prime…

© Dimitrios Kambouris / Getty Images

KIM KARDASHIAN : SKIMS SOLUTIONWEAR

The star shared this announcement on Instagram on August 26th, saying: “My fans and followers inspire me tremendously, I always listen to their feedback and opinions, and I am so grateful that they shared their ideas for a new brand name. After much consideration, I’m pleased to announce the launch of @SKIMS Solutionwear.” It will offer a wide range of sheathing undergarments from sizes XXS to 5XL, in many skin-tone shades.

Visuel de promotion de Skims solutionwear

Photo : Vanessa Beecroft

KKW FRAGRANCE COLLECTION : THE 3 KARDASHIAN SISTERS 80’s VERSIONS

Kourtney, Kim and Khloé Kardashian pose for their perfume campaign as 80’s music stars in turtleneck bodies.

© Instagram @ KKW FRAGRANCE

PIRELLI 2020 : LOOKING FOR JUILLET

For this 47th edition of the famous tyre brand’s calendar, Paolo Roversi has created a 132-page paving stone with sections dedicated to Shakespeare’s play. He immortalized each of the women as if they were auditioning for the role of Juliet, in very natural black and white shots, and then asked them to pose according to their own vision of the tragic character.

Calendrier Pirelli 2020 – Photo : Paolo Roversi 

JUSTIN & HAILEY BIEBER LIGHTS THE LATEST CALVIN KLEIN CK50 CAMPAIGN!

For its 50th anniversary, the Calvin Klein house launched the “CK50” collection. Justin and Hailey Bieber are the muses of this collection. They pose in underwear for their first fashion campaign as a couple.

© BestImage

CALVIN KLEIN PERFORMANCE

Bella Hadid, shot by photographer Charlotte Wales for a Calvin Klein sports line.

Photo : © Charlotte Wales for Calvin Klein

CALVIN KLEIN : ATYPICAL BEAUTIES

Singer Beth Ditto, model Cara Taylor and actress Haylay Foster play Calvin Klein’s 1981 collection.

Calvin Klein Underwear fall-winter 2019 campaign

KENDALL JENNER  LINGERIE FOR STUART WEITZMAN

Dance and movement still in the spotlight for this campaign Stuart Weitzman with Kendall Jenner and dancer Lil Buck.

Stuart Weitzman

KKW BEAUTY X WINNIE HARLOW MAKEUP

Kim Kardashian is a big hit with her makeup brand KKW Beauty. To celebrate this success, the wife of Kanye West has created a new collaboration with the famous model Winnie Harlow. The two young women released a new makeup line in September. The two stars are as alike as two drops of water! They have the same hairstyle and outfit. Only one detail differentiates the two women: the famous model’s task, which is affected by vitiligo.

Photo : Chris Kilkus

L’ORÉAL PARIS X KARL LAGERFELD MAKEUP

This capsule collection of cosmetics signed Karl Lagerfeld x L’Oréal Paris pays homage to the Kaiser’s DNA. The campaign is shot in black and white by Damon Baker.

Damon Baker

CAMPAGNE MAJE : LET’S EGO TRIP!

This winter, Maje has chosen for its Fall Winter 2019 women’s campaign entitled #MajeMyDogAndI, the selfie. The brand shares snapshots showing tops with dogs posing in an elevator.

Maje

HAILEY BALDWIN FOR BULGARI X ALEXANDER WANG COLLECTION 

A capsule collection, a collaboration between the jeweller and the designer, features Hailey Baldwin locked in a showcase. Not a very feminist view of women!

Photo Courtesy of Bulgari

INSPIRING AND CREATIVE: LIVY, THE LUXURY LITTLE SISTER OF ETAM LINGERIE

The lingerie brand propelled by Lisa Chavy and the Etam and Vog groups, offers affordable luxury lines.It is very present on Instagram (@livystudio), which presents it through the filter of its artists’ collective, and on facebook. She has of course her own e-shop, li-vy.com, and is also present on placeestendances.com, the online store of the Printemps Group.

Livy

Laure Doussaud
STORY CREATIVE

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