PARIS — Galeries Lafayette’s lingerie space is upping its fashion quotient.
The French department store revamped its fourth floor, which opened May 6, into a 37,675-square-foot lingerie temple, a new step in its plan to reorganize its flagship.
Extending the area dedicated to innerwear by 10 percent, the store now displays about 50 brands, including 10 new to the retailer, such as Maidenform, an exclusive for the French market, as well as Esprit and Agent Provocateur.
The floor is split up by universes — luxury and designer, trendy fashion with high-street labels such as Etam and Princesse Tam Tam, and tights and socks. The format mirrors the master plan to reorganize women’s fashion by style across all categories.
“The secondary entry is by brand so that they can display their full universes,” said Geraldine Mazin, the retailer’s head of lingerie buying. “For instance, Calvin Klein now has lingerie, nightwear and swimwear.”
A colorful palette distinguishes each area: dusty rose and gold for luxury labels, blue and purple for trendy fashion brands and fuchsia for tights and socks. There’s also molding and soft lighting, and the number of fitting rooms has doubled to 50, some of which also feature special lighting for a “tanned” effect.”
Mazin noted that the previous layout segmenting the floor by foundations and daywear, sleepwear and swimwear is no longer relevant to today’s lingerie consumer, who buys lingerie based on trends, not classification.
Other notable changes include swimwear, which will now be displayed year-round in a wider range of cup sizes, from 28A to 44G. “Swimwear is no longer a seasonal product,” she explained.
“We have reinforced both the very high-end segment with brands like Agent Provocateur, a wider range from Maison Lejaby Couture and the more affordable end,” said Mazin.
Prices range from below 10 euros, or $13 at current exchange, for a pair of panties by Avant Première, to 1,450 euros, or $1,835, for a La Perla dress from the Jean Paul Gaultier capsule collection, and an Agent Provocateur dress for around 2,000 euros, or $2,620.
The luxurious new space was designed under the artistic direction of French designer Stella Cadente, who topped off the department’s entrance with a ceiling composed of 24,000 feet of tulle that was hand-sewn in her atelier.
“The concept is the Haussmann-style apartment, to give lingerie a more intimate feel, so that women who come here feel comfortable, at home,” commented Cadente.
Nearby is a 645-square-foot beauty area that stocks brands like Essie, OPI and Bourjois, which were moved up from the main floor. Adding a touch of indulgence is an area dedicated to fine teas like Løv Organic and Kusmi, which were moved from the Lafayette Gourmet space.
Other features include mannequin displays that highlight the trends of the season, a vending machine by Cosabella that features the brand’s Never Say Never “Cutie” thong and a sewing machine at Empreinte that customizes lingerie sets with ribbons, lace and an array of embellishments.
To promote the new lingerie floor, the Boulevard Haussmann windows at the flagship are dedicated to lingerie this month. The Lycra spandex brand by Invista Inc. is also hosting an installation of lingerie sets and swimsuits made with Lycra on the main floor.
Mazin said the retailer is “hoping to get back to growth” with the new lingerie initiative.
“The lingerie sector is flat and the market is difficult,” Mazin said.
The redo at the Galeries Lafayette flagship is taking place against a backdrop of department stores in the French capital that are competing for the trendy fashion customer. Last year, luxury department store Le Bon Marché on Paris’ Left Bank also gave its lingerie department a prime location and a refurbishment. Printemps has put a greater focus on premium lingerie brands and recently added the newly launched Maison Lejaby Couture label.
“What he has done at Vuitton is really exceptional,” said @gameofthrones’ actress Gwendoline Christie on @mrkimjones’ final show for @louisvuitton. “He has rebooted luxury in terms of making it commercial, viable and contemporary. And most importantly artistic. He has never compromised his artistic vision for the sake of commodity.” (📷: @zefashioninsider)
After seeing a demand for men’s wear from its customers, British contemporary women’s wear label @ariesarise has added a men’s wear component and will launch a unisex collection with @mrporterlive. The 20-piece collection includes jackets, denim, logo T-shirts and more with deconstructed ‘90s vibes. Set to launch on January 18, you can shop the pieces on Aries’ website and on mrporter.com. #wwdfashion
“And so spending so much time with a character who thinks like that, inevitability you try and analyze yourself and go back and think about your own demons and dark chapters that you had in your life,” says @thedanielbruhl of his role in TNT’s “The Alienist.” The show, set in the Gilded Age of New York, also stars Dakota Fanning and Luke Evans. Head to WWD.com to read about how 39-year-old Brühl prepared for the role and why he thinks the show is so relevant to today #wwdeye ( 📷: @Eriktanner)
Now that Celine Dion’s collection has topped $10 million in sales, the pop superstar, fashion icon and newly-minted industry player is eyeing growth in Asia. Read the full report by @tiffanyap, link in bio. #wwdnews #celinedion
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
Among the familiar faces at @off____white’s show was a surprise figure: Japanese artist @takashipom, pictured here on Wednesday morning. Other show-goers included @jerrylorenzo, who spoke about his upcoming project: a @nike collaboration for back to school, with designs inspired by his childhood on the West Coast. Sitting in the front row were Future, Don Crawley, @miguel and more. See the rest of the photos on WWD.com #wwdeye (📷: Stephane Feugere)
According to @laurentsai, former “Terrace House: Aloha State” cast member, she didn’t know she was auditioning for the Japanese version of “Real World.” “I was telling a couple of my friends and someone’s like, ‘That sounds a lot like Terrace House.’ I was like, ’No it can’t be.’” Turns out, it was. But Tsai isn’t just a reality star — she’s an illustrator who has worked with Starbucks Japan and most recently, she’s dipping her toes into the fashion world. Head to WWD.com to read about her time on the show, modeling and her art. #wwdeye (📷: @danieldorsa)
More changes are coming to New York Fashion Week: Beginning with the spring 2019 collection, @alexanderwangny will move his New York show to June from September, adopting a biannual schedule with collections shown in June and December. Additionally, the @cfda is planning for an official summer/winter fashion season taking place as soon as June and December 2018. Read more about the upcoming changes on WWD.com. #wwdnews #wwdfashion (📷: @slovekinpics)