On 22 January, twenty smaller French lingerie brands are stageing a joint fashion show in Paris, which they hope will bring them out of major brands’ shadow. These brands will have their own International Lingerie Show at the very same time.
Counter against major brands
Trade organization Promincor created the fashion show and its fifteen members (including Passionata, Aubade, Footprint and Eprise) will definitely take part. Aside from these, five young designers will be invited to showcase their collection: Elise Anderegg, Madame Aime, Maud & Marjorie, Paloma Casile and Ysé.
It is the very first time such a joint fashion show has been created and it is an attempt to counter major brands, like Etam and Victoria’s Secret, who have both already done major shows in Paris. The participants also wish tho honour the expertise France has in the field of lingerie, calling the show Lingerie Mon Amour, and confirm their desire to break through internationally.
