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Whne Marjorie Collard and Maud Juillard met at the Esmod fashion school in Paris more than a decade ago, little did they know that an innerwear line and a partnership were in their future.
This story first appeared in the July 23, 2012 issue of WWD. Subscribe Today.
The students specialized in lingerie design, and after a decade of friendship and working for different concerns — Juillard for a small lingerie-swimwear brand, and Collard as a stylist — they finally decided to take the leap and launch a line of their own.
Begun last season, the Maud & Marjorie collection expresses their ultrafeminine and girlie taste and attention to details: almost every bra and pair of panties has exclusive little charms sewn onto them.
Chantilly lace from Calais, stretch satin and sweet and playful cotton liberty prints are their fabric of choice. The line aims for a glamorous attitude, bringing lingerie to the beach.
“We want to create a bridge between lingerie and swimwear,” said Collard, revealing the pure white lining of the liberty cotton ensemble, or pointing to stretch satin fabric on another that allows for a dip in the pool.
Self-funded and produced in France, the line is sold at Le Printemps Paris and in Japan. Prices range from about 30 to 50 euros ($38 to $53) for panties and from 80 to 100 euros ($100 to $125) for a bra or top. The partners also have a Web site, capable of e-commerce — maudandmarjorie.com — currently operating only in French, but an English-language version is in the works.
Also on the horizon is a bespoke service that will allow consumers to order apparel in custom sizes. The partners hope to develop special accessories to complete the line, including little bags containing a complete set of bra, panties and matching pareo or scarf.