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.