PARIS — French lingerie specialist Aubade wants consumers to “live your desire,” the slogan that accompanied the visual brand direction unveiled Tuesday.
“Sexy is the brand new cool,” said the corporate’s brand and product director Samar Vignals at a presentation. “Our mantra is about liberating the sexy in each woman and divulges itself in very alternative ways but with a variety of sincerity.”
Gone are the body shots that highlight the product. Of their place are portraits of girls wearing the lacy and infrequently racy designs, with most making daring eye contact within the debut images for spring 2023.
The moment felt ripe for a refresh as “femininity, seduction and sexy now not have anything to do with the way in which they...
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