PARIS— Lingerie veteran Assya Hiridjee will announce today the purchase of a former Lejaby factory in Bourg-en-Bresse, France, as part of her plans to launch a new French lingerie brand, Monette, in spring 2013.
Hiridjee, a former designer for intimates firm Princesse Tam Tam and the sister of its founder, will also hire around 50 former Lejaby factory workers, who have been largely unemployed since the beleaguered firm shut the factory in 2010.
"We are aiming to manufacture everything in France," Hiridjee said. "The former Lejaby employees have a wealth of experience making lingerie."
She added, "Monette is a new concept somewhere between lingerie and ready-to-wear, essentially centered on silk."
The brand will have a retro feel and target women around 40, Hiridjee said. Its moniker is a shortened version of the French name Simone, which Hiridjee feels corresponds with the vintage feel she is trying to create.
Plans are already in place for two Paris boutiques, in Saint Germain des Prés and on Rue Saint Honoré, as well as international distribution.
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