“Rendez-Vous”, a very French short film by Lingerie Française, was unveiled this week featuring 10 prestigious French lingerie brands – Antigel, Aubade, Chantelle, Empreinte, Passionata, Lise Charmel, Lou, Louisa Bracq, Maison Lejaby and Simone Pérèle. Lingerie always has been an accurate representation of our times, and in this particularly strange and tightly corseted period, Lingerie Française aims to breathe fresh air and fire into our lungs with this vibrant production.
Alternating intimate scenes and dance numbers carried by 10 women aged 20 to 60 years young, from size 34 to 44, and cup sizes ranging from A to E, the short film is a celebration of diversity, inclusivity and natural beauty. Paris offers the ideal setting for this mad race across town to a Rendez-Vous we spectators know nothing about, yet anticipate greatly. In a modern and futuristic setting, the great advancements in the world of lingerie are portrayed to illustrate the weight of heritage, the importance of know-how, the audacity, creativity, and innovation of these legendary brands.
Rendez-Vous with key figures
In 2019, French exports of lingerie and corsetry goods increased by 2.7% year over year to reach 368 million Euros. Results are uneven across countries, as the UK and the Netherlands saw their consumption decrease by -11% each. Italy and Belgium trended down as well by -8% and -6% respectively, while Denmark, the US and Germany with Spain increased by +7%, +5% and +4% respectively.
In the first 9 months of 2020, French exports of lingerie and corsetry goods were greatly impacted by the COVID-19 pandemic, and consumption slowed down tremendously. The United States remained one of the top markets outside of Europe for French exports of lingerie and corsetry goods (in 4th position overall) with a sizeable market share of 9.5%. In the midst of uncertainty and a worldwide economic downturn, US imports decreased by -3.2%. The countries most impacted were Italy, the UK, and the Netherlands.
Between January and September 2020, the star product of French lingerie exports was the bra, which generated 210.5 million Euros in worldwide exports (57.4% market share of French day & night lingerie exports).
Data source: French Customs x Promincor – Lingerie Française
