Fleur du Mal celebrates its 10th anniversary at LA Fashion Week
Jennifer Zuccarini co-founded her first brand Kiki de Montparnasse in 2006 in New York before becoming design director at Victoria's Secret. She then launched her own lingerie brand Fleur du Mal 10 years ago, of which she celebrated its anniversary during the LA Fashion Week, organized from October 6 to 9.
The designer first participated in a debate on the "Business of pleasure" and discussed her career and the development of her brand Fleur du Mal, "a brand originally thought for women," Zuccarini explained, "to explore their sexuality in a beautiful way", including collections of elegant lingerie, sometimes embroidered and sophisticated, supplemented by a line of loungewear dresses, a selection of bodysuits and sexy latex sets called "Pleasure".
A universe that the designer expanded two years ago with the release of new collections celebrating sex-positivity, as well as a first line of men's lingerie featuring silk boxer shorts with lace. "Fleur du Mal is an inclusive brand, we celebrate all genders and sexualities," continues Zuccarini, "and for our tenth anniversary we are presenting our first exclusive line dedicated to trans women".
The line was presented during a show that took place at the West Hollywood EDITION Hotel's select club, Sunset at Edition. A memorable evening where guests were plunged into an erotic, red and blue light atmosphere, to discover the sexy Fleur du Mal lingerie, worn by beautiful models strutting to up-beat music that made you want to dance.
The brand opened its first boutique in New York in 2017 and a second in Los Angeles in 2021, both featuring the entire Fleur du Mal universe. The designer is expected to strengthen her "Pleasure" category in the coming months by including new beauty and lifestyle products such as perfumes and candles. "We also recently launched a line dedicated to women who have had a masectomy," says Zuccarini. When we analyzed the market, we realized that there was no brand that offered pretty lingerie dedicated to this category of women and with which they could feel beautiful, so we created it."
Backed by American investor Andrew Rosen, who created the brand Theory and developed the Rag&Bone and Alice+Olivia labels, Zuccarini's brand is set to undergo retail developments over the next two years, notably with the opening of 7 new Fleur du Mal boutiques.
In addition to Florida for the U.S. market, the lingerie designer also hopes to soon expand internationally. "London and Paris are cities that interest us, as well as the South American market with Mexico City," says Zuccarini, "as we have done each time, we will start with pop-ups to test each market."
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