PARIS — Building her nascent label from the foundations out, buzzy French lingerie designer Yasmine Eslami is looking to flesh out her universe.
This story first appeared in the August 1, 2011 issue of WWD. Subscribe Today.
Known for her young and graphic lingerie ensembles, the designer has introduced a classic white voile shirt with long cuffs for spring, the first in a range of shirts to match her bras — and a step toward building a complete wardrobe.
For spring 2012, she also added unisex boxers and a few men’s underwear items, with a view to expanding the line to include men’s accessories. Boxers retail from 40 euros, or $57 at current exchange, and feature creatively placed embroidery details.
Starting this fall, Eslami plans to offer a personalization service, where initials can be embroidered on garments.
The designer’s Web site, yasmineeslami.com, is also being given an overhaul, with more e-commerce options and a new blog that will discuss inspirations, collections, styling tips and tidbits about her friends.
Eslami trained at the famed Studio Berçot before moving to London, where she worked on Vivienne Westwood’s design team, specializing in corsetry. She returned to Paris to work for Emanuel Ungaro.
Eslami started freelancing as a stylist, working for Agent Provocateur and magazines including Tank, Le Figaro and Purple. Purple’s Olivier Zahm, who will be shooting the designer’s forthcoming catalogue, remains a close friend. She launched her brand in 2009.
Eslami’s spring lingerie sets include Tara, made from fine tulle and flowery lace; Jane, a group of luxury Italian stretch satin, and Alice, a Swiss cotton group. All models come in a range of styles, from a soft triangular brassiere to a padded underwire version. Positioned as an affordable luxury line, retail prices range from 40 euros, or $57, for a panty, or 75 euros, or $107, for a bra.
The collection is made in Rabat, Morocco. Fabrics are sourced from Switzerland, Austria, Italy and France, and include Calais lace.
Eslami has also teamed with artist Kaori Ed for a capsule collection for spring that features Ed’s illustrations embroidered onto lingerie. The duo will also release a catalogue of Ed’s drawings and will possibly stage an exhibition in the fall.
The label’s packaging, a sea green box that resembles elegant writing paper, will also be reinterpreted by Ed. French artist and ceramicist Silvie Auvray is on board to collaborate on a small collection using her drawings on Eslami’s lace and jersey combinations.
The Yasmine Eslami label is sold at Le Bon Marché in Paris and Lille boutique in Portland, Ore., as well as on the brand’s Web site.