Lingerie Française, an organization that represents French lingerie brands, is hosting a lingerie loft in New York.
Open from Nov. 2 to 4, it will display pieces from brands including Aubade, Chantelle, Passionata, Empreinte, Antigel, Maison Lejaby, Simone Perele and Implicite. The loft is a way to highlight these brands and introduce them to the U.S. customer, who Ulyana Sukach, director of international development at Lingerie Française, said already enjoys French lingerie.
“This loft will let visitors experience these brands in an educational and engaging way,” said Ulyana Sukach, director of international development at Lingerie Française, who noted American consumers have an appreciation for French lingerie.
According to La Fédération de la Maille, de la Lingerie & du Balnéaire, France’s lingerie market was valued at 3.9 billion euros in 2016 and it’s grown by 7.8 percent since 2013. French corsetry exports in 2017 were 371.5 million euros, 26.3 million euros of which went to the U.S.
Located at 305 Bleecker Street, the loft will not sell any merchandise — visitors will be directed to retailers who carry these brands — while offering an extensive slate of talks and experiences. There will be workout sessions, workshops on how to find the right bra and talks on nutrition. “We just want women to feel good about themselves and expose them to the French lifestyle,” Sukach said.