PARIS — French lingerie label Aubade is gearing up to celebrate its 60th anniversary next year with a change of communications strategy that will encourage its consumers to talk back.With the “Parlez-vous Aubade?” tagline and the #SpeakAubade hashtag, the brand is seeking to internationalize its footprint, especially in Western Europe, and modernize its way of connecting with its clients.“I arrived two years ago with the mission to take this beautiful diamond and internationalize it,” explained Aubade deputy managing director Martina Brown at a recent event for trade press that included a presentation at the company's Paris headquarters and a visit to the Paris Opera to see a performance of Mozart's "The Clemency of Titus."Similar events, intended to highlight the brand's Parisian heritage and outline its new positioning, will be hosted for consumer press in April next year and for digital influencers next September.Since Brown joined the company, owned by Swiss company Calida, Aubade has diversified its offer by introducing a broader range of cup sizes and more basic items. A collaboration for fall 2016 with Christian Lacroix was a particular success.“We are working to modernize the French look, to modernize the comfort,” Brown explained. “Comfort and sexiness shouldn’t be a contradiction.” Given the more than 20 components involved in making a bra, she said, this represents a significant challenge in terms of innovation.While two years ago, Brown said, the brand’s bestsellers were the same in France as in international markets, this is no longer the case, testament to its expanded offering. A tulle line, Nudessence, was launched this year and will be expanded for fall 2018 in new colorways, for example. “Everyday seduction is a big pillar to expand for us. That richness for a basic line is really our positioning, especially for international markets,” said Brown.The concept of seduction remains key, however. “It would be a mistake to change our positioning and try to appeal to everyone,” said Brown. Part of Aubade’s success in France, which still represents two thirds of the brand’s sales, has been down to its “lessons in seduction” ad campaign, which for 25 years has been seen across billboards throughout the country.While a generation of French women grew up with the ads, “it wasn’t very modern anymore,” said Brown. “‘Parlez-vous Aubade’ opens a complete new world of communication for us. We can invite people to talk to us.” The new ads feature similar visuals to those used in the “lessons,” with a woman’s lingerie-clad torso in black and white.Aubade saw net sales up 6.3 percent to 26.8 million euros, or $29 million at average exchange, in the first six months of 2017, a result parent company Calida said was down to the payoff from its investment in marketing, products and innovation of the past couple of years. The French lingerie market, meanwhile, sank 3 percent in the year to May, according to IFM data.
In honor the @CFDA’s announcement of @iamnaomicampbell receiving the Fashion Icon Award at the 2018 #CFDAAwards, which will take place on June 4, here’s a #tbt of the supermodel on @michaelkors’ runway in 1991. #wwdfashion #wwdarchive (📷: George Chinsee)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.