The Fleur du Mal lingerie line focuses on luxury and 1960s glamor to encompass an underwear brand worthy of haute couture. The lingerie company is a New York City-based brand using the ethics of a fashion brand to embody a new mindset around this line. The founder Jennifer Zuccarini also owns mega intimate brand Kiki De Montparnasse. She wants to separate both lines and leave Kiki De Montparnasse solely as an intimate lingerie line, while Fleur du Mal incorporates fashion and lingerie.
Fleur du Mal's debuting lookbook features bras and underwear hung by tape and hangers on wooden walls. Each shot also features Saint Laurent Paris pumps, editorial fashion books and artwork to speak to the type of person who the line is targeted towards.
60s-Inspired Lingerie Lines
Fleur Du Mal is a New Underwear Collection Focusing on Luxury
Trend Themes
1. Luxury Lingerie - The trend of 60s-inspired luxury lingerie presents an opportunity for disrupting the traditional lingerie industry with a focus on high-end fashion and quality.
2. Innovative Lookbooks - Innovative and artistic lookbooks, featuring fashion accessories and artwork, can create a niche and appeal to a specific target audience within the lingerie industry.
3. Separation of Intimate Apparel Brands - The separation of lingerie brands with distinct identities and focuses can lead to new opportunities and greater differentiation in the market.
Industry Implications
1. Fashion and Apparel - There is an opportunity for the fashion and apparel industry to integrate lingerie as a fashion statement, bridging the gap between clothing and intimate apparel.
2. Luxury Goods - The trend of luxury lingerie presents an opportunity for the luxury goods industry to expand their market and product offerings to a targeted niche audience.
3. Art and Design - Innovative lookbooks featuring artwork can create a new industry segment that combines fashion and design, differentiating itself from traditional lingerie marketing strategies.