Fleur du Mal

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Fleur du Mal
IndustryApparel
Founded2012; 12 years ago (2012)
FounderJennifer Zuccarini
Headquarters
U.S.
Key people
Jennifer Zuccarini
ProductsWomen's clothing, lingerie, swimwear
WebsiteFleurduMal.com

Fleur du Mal is a lingerie and ready-to-wear brand that sells at retailers including Shopbop, Barneys, and Net-a-porter.[1][2] The company was founded in 2012 by Jennifer Zuccarini with a goal to change the way women approach to lingerie, by creating lingerie that could be worn every day.[3]

In 2017, Fleur de Mal opened a boutique in SOHO, New York City. Also, from September 2018 to February 2019, Fleur du mal had another pop-up in Los Angeles, California.[4]

Background

Fleur du Mal is a ready-to-wear and lingerie brand, founded by Jennifer Zuccarini in late 2012.[5] Zuccarini grew up in Toronto, Canada and later moved to New York, where she has lived for almost 14 years. She has stated that her mother inspired her to get into the fashion field.[1] She studied Fine Arts in Montreal, after which she completed another degree in Fashion Design at Fashion Institute of Technology.[6] During this time, Zuccarini began working at the online store Nanette Lepore, where she forecast trends. She met her boyfriend at Nanette Lepore and the two began to plan a new business, Kiki de Montparnasse, which they founded in 2005. After 3 years, Zuccarini moved on to Victoria's Secret in 2008, where she worked as a lingerie designer.[7]

Zuccarini's father, who was an entrepreneur, convinced Zuccarini to create her own business.[8] As she had work experiences at Kiki and Victoria's Secret, Zuccarini chose lingerie fashion. She created Fleur du Mal, a lingerie brand having her own styles meant to be worn everyday.[3] Zuccarini took the name from a collection of poems by Charles Baudelaire, Les Fleurs du mal ("the flowers of evil"). Zuccarini felt that Baudelaire was a good inspiration for the brand, as he was a "decadent and tormented artist, a true dandy, who spent everything he had on clothing, opium and women".[1][9] The primary goal for Zuccarini was to change people's views towards lingerie, as Zuccarini felt that lingerie played an important role as a part of women's wardrobe and should not be limited to special events such as a date.[8] Zuccarini wanted to empower women to know they can be powerful and sexy.

In 2017 Fleur du Mal launched a read-to-wear label.[8] During the same year the newspaper Observer stated that Fleur du Mal had become Hollywood's go-to lingerie line.[10] In 2019 The Independent named the brand one of the "65 best online clothing stores in the US".[3]

Products

As of 2019, Fleur du Mal offers lingerie, women's ready-to-wear fashion, and swims.[11] The brand has offered special collections including "ESSENTIELS", "SPRING", "RESORT", "BRIDAL", and "BACK IN STOCK".

From 2015 to 2018, Fleur du Mal launched a number of conceptual collections.

  1. ‘Love is a contact sport’ was the first lingerie collection released on spring 2015.[12]
  2. 'Do not disturb' was the second collection launched in fall 2015.[13]
  3. ‘Fleur du Mal X Playboy was a collaboration of 17 products including bras and panties sets, body suits, robes and bunny ears, available in various colors, prints and fabrics. The collections was launched on November 20, 2015.[14]
  4. 'The velvet underground' was released in the fall of 2016. The concept of this collection was to crush on everything velvet for fall.
  5. 'Tropical disco hustle' was a collection released on 2017 for vocation. 'Baby, it is getting hot' was the main thesis of this collection.
  6. In 2018, the brand launched their Fuller Cup collection, ranging from size DD to G.[15]
  7. 'Spring fever' was launched on spring 2019. The concept of the collection is to make a connection with lingerie and flowers.

Marketing and Collaboration

Jennifer Zuccarini chose to utilize mobile pop-up shops, as she felt that they model the modern customers' shopping habits and allows the company to expand its international presence quicker that only holding specific physical stores.[16] Fleur du Mal launched its first mobile pop-up shop in New York in November 2012 and also hosted another one in Los Angeles in February 2013.

Fleur du Mal partnered with Playboy in 2015. The entire collaboration had 17 products including bras and panties sets, body suits, robes and bunny ears, available in various colors, prints and fabrics with a Playboy touch.[14] Products could be purchased online at diverse retailers like Shopbob, Fleur du Mal, and Net-a-Porter.

In June 2017, Fleur du Mal launched a year-round gallery "The Peep Show", located inside the NYC boutique at 175 Mott Street. The exhibition featured artist Fahren Feingold and carried the label's full fall 2017 collection. Zuccarini claimed that it's important to collaborate with artists who really understand the essence of Fleur du Mal: powerful, provocative and feminine.[17]

In November 2017, the perfume brand Kilian collaborated with Fleur du Mal.[18] The concept of this collaboration was to use microcapsules to bring Kilian's fragrance to underwear items. This collection included a semi-transparent bodysuit, a night sets including a camisole and shorts, a kimono, and accessories sets.[19]

See also

References

  1. ^ a b c "Interview with Jennifer Zuccarini, Founder of Fleur du Mal". theFashionSpot. 2014-07-16. Retrieved 2019-02-13.
  2. ^ Rutherford, Chrissy (2018-08-03). "10 Lingerie Brands to Know Right Now". Harper's BAZAAR. Retrieved 2019-04-03.
  3. ^ a b c "The 65 best online retailers in the US". The Independent. 2018-12-31. Retrieved 2019-03-26.
  4. ^ Tran, Khanh T. L. "Female-powered brands and e-tailers' first-ever stores make Palisades Village a mall antidote". LA Times. Retrieved 2019-03-26.
  5. ^ "Female Entrepreneurs Are Finally Taking Control of the Lingerie Industry". Observer. 2017-07-27. Retrieved 2019-04-03.
  6. ^ Deutsch, Anna. "Ex-Kiki de Montparnesse and Victoria's Secret Designer Jennifer Zuccarini on Why She Started Her Own Line". Fashionista. Retrieved 2019-04-03.
  7. ^ "Why One Designer Left Her Job At Victoria's Secret To Build Her Own Lingerie Company". Cheddar. Retrieved 2019-04-03.
  8. ^ a b c Eldor, Karin. "How Fleur Du Mal Is Going From Lingerie Brand To Fashion Powerhouse". Forbes. Retrieved 2019-03-26.
  9. ^ "A Peak Into Fleur du Mal's Gorgeous SS16 Collection". Haute Living. 2016-01-19. Retrieved 2019-04-03.
  10. ^ "How Fleur du Mal Became Hollywood's Go-to Lingerie Line". Observer. 2017-06-08. Retrieved 2019-02-13.
  11. ^ Carter, Felicity. "Luxe Lingerie And Loungewear Selects For Spring". Forbes. Retrieved 2019-03-29.
  12. ^ "Love is a Contact Sport". Fleur du Mal. Retrieved 2019-04-03.
  13. ^ "Do Not Disturb". Fleur du Mal. Retrieved 2019-04-03.
  14. ^ a b "Fleur du Mal x Playboy". Playboy Enterprises. Retrieved 2019-02-15.
  15. ^ Okwodu, Janelle (2019-10-23). "Precious Lee and Fleur du Mal Are Bringing Size Inclusivity to Luxury Lingerie". Vogue. Retrieved 2020-03-30.{{cite web}}: CS1 maint: url-status (link)
  16. ^ "Fleur du Mal Dresses Up Customer Shopping Experiences with Mobile". DMNews.com. Retrieved 2019-02-24.
  17. ^ Lin, Summer (2018-05-29). "Exclusive: Fleur du Mal Teams Up with Artist Fahren Feingold for a New Exhibit". CR Fashion Book. Retrieved 2019-02-24.
  18. ^ FashionNetwork.com. "Kilian x Fleur du Mal release sexy fragrance collaboration". FashionNetwork.com. Retrieved 2019-02-24.
  19. ^ Tunell, Alix. "Is Scented Lingerie The Secret To The Best Sex Ever?". Refinery29. Retrieved 2019-04-03.

External links

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