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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.


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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 — — 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.