An antibimbo brand with a feminist manifesto — and a literary bent.
That’s quite a mix. It might not be the first concept that comes to mind when thinking about lingerie, but that’s just how Insensée, a new French intimate apparel venture, is positioning itself.
Brothers Kevin and Michael Hiridjee, 25 and 31, whose mother Shama and aunt Loumia founded Princesse Tam Tam, have partnered with Gael Moreau, 34 (formerly of Tam Tam), to create the brand, which they launched at the Mode City fair this month in Paris.
“Even though we are men, there is activism in our approach,” Kevin Hiridjee asserted. “Sensuality can be discreet.”
Insensée is leaving behind familiar innerwear codes such as seduction and sexiness.
The result is a chic line built with the finest fabrics, with leather, silk and even cashmere used for bras. They tapped designer Pierre Martinez of French swimwear brand Iodus for the project.
Insensée lingerie sets are priced at 120 euros, or about $150 at current exchange. Over the next 16 months, the company anticipates making about 40,000 pieces.
According to Hiridjee, Insensée sits between junior brands like Princesse Tam Tam and luxury brands playing on sexiness. The firm is targeting a more sophisticated, grown-up customer who is “fond of culture.”
And maybe even a little bookish.
“There is a way to tie lingerie and literature,” Hiridjee said, explaining the origin of the brand name: A quote from French author Paul Eluard, “Prendre sens dans l’insensée,” which translates as, “To make sense out of nonsense.”
The company has already hatched a loyalty and reward program in which customers receive a Gallimard book with the purchase of a set, either a classic or contemporary novel, Hiridjee noted, and for two sets, customers get their pick of a theater ticket.
Distribution targets include department and specialty stores, as well as company-owned retail. Down the road, the partners intend to expand through franchises.
Their first boutique is set to open in September on Rue du Bac on the Left Bank. In line with the brand’s positioning, the unit will host literary events and conferences.
In lieu of traditional advertising, the company plans a viral strategy in partnership with online city guide Mylitteparis.com.
From overseeing America’s fastest-growing speciality retailers to codifying cool, WWD talked to the women who are leading the way for the future of beauty. Check out our Instagram Stories to see how these women built today and are creating tomorrow. (📸: @hannah_khymych) #wwdbeauty
For @laperlalingerie's spring 2018 show, the brand chose to host their event at @thevenetianmacao. With Chinese megastars @bingbing_fan and @hubing in attendance, La Perla debuted a rock ‘n’ roll-inspired collection. The show marked the start of Sands Macao Fashion Week, which runs from October 19 to 24 — the city’s first such event. Pictured here are models backstage with glimmering eyes. #wwdfashion (📷: Cheuk-Yin To)
Trending for spring 2018: top stitch design. Gone are the days of stitch just for seams — designers are using the once-minimal detail to create strong decorative elements. (📷: Paola Testa; Styled by @andrew_shang) #wwdfashion
@tradesy is turning the concept of a showroom upside down with its new space in Santa Monica. Here, the company plans to hold events, art exhibits and a showcase rare fashion pieces like this Louis Vuitton boxing set. Get all the details on Tradesy’s first showroom on WWD.com. #wwdnews
Spotted last night at the @erdem x @hm launch event: Kate Bosworth, Rashida Jones, Kirsten Dunst and Selma Blair. The party, which took place in LA, also marked the opening of their pop-up shop. “I was interested in creating a collection that wasn’t in any way disposable. It was about pieces you’d create and keep forever, things that have a permanence to it,” designer Erdem Moralioglu said. #wwdeye (📷: Katie Jones)
Renee Zellweger in yellow in 2001 and again in 2017. Chosen as one of the 12 @pantone Leading Spring Colors (and dubbed “Meadowlark”), it only makes sense that the bright hue stands the test of time and is making a resurgence this season, seen already on stars like @blakelively and @gigihadid. (📷: Donato Sardello & @rexfeatures) #wwdfashion #tbt
Dior’s 70th anniversary celebration continues with a new exhibition at the Royal Ontario Museum in Toronto. “Christian Dior,” which is scheduled to run through March 18, takes a look at the founders tenure from 1947 to 1057 and feature 40 designs. Pictured here is an evening gown from the Ailée, fall 1948-49 haute couture collection. #wwdfashion (📷: Brian Boyle)