French brand, Scandale, which was founded in 1932 by Robert Perrier has been under the ownership of Hong Kong-based lingerie producer, Hop Lun, since 2016. At the end of 2021 and on the eve of the brand’s 90th anniversary, the brand has been completely redesigned and relaunched from the ground up. Its appeal is to fulfil the modern values of Generation Z with its blend of sensuality, inclusivity and sustainability.
Of course the brand has never been afraid of invention and reinvention. Its original founder who collaborated with Christian Dior, introduced a latex innovation, creating elastic garments and girdles that were much lighter and more comfortable to wear compared to the rigidity of corsetry at the time. In the 1960’s the brand was the first to produce underwear with LYCRA®.
And for AW2022 the brand has relaunched under the leadership of Edouard Roche as a collection of 105 garments in 100% eco-fabric. This permanent collection will be supplemented with limited capsules only once every three months with the idea being to reduce the carbon impact. Every component from fibre (80% is from second life or recycled materials, the balance from organic yarns) right through to the thread used to sew the garment being from recycled material with recycled packaging. The company has achieved a huge reduction in its carbon footprint that by 2023 it will be carbon neutral.
So the brand’s credentials as an eco-warrior are assured but what of the collection? This is where the brand excels at finding an equilibrium between sustainability and desirable sensuality – this is not basic design but offers everything the consumer would expect from sophisticated lingerie.
The lingerie collection is being introduced to France and EU this Winter with shapewear, period panties and a 90th anniversary collection rolled out to the EU, UK and Middle East during the season. Next year will see the launch of swimwear and a loungewear collection in lyocell bamboo reaching to US, Russian and Australian markets. And despite its commitment to the environment the brand will be offering reasonably priced undergarments (bras start at 32 Euros and briefs at 17 Euros). Likewise the broad range of sizes will be offered at one flat price no matter what size the consumer needs so no plus sized charges!
The ethos of working with natural, sustainable and recycled materials is also reflected in the publicity images on 14 different models – different shapes, sizes and ethnicity – but no retouching of any sort on the finished pictures.
For their first full launch the collection is inspired by Paris and its districts: Palais Royal (graphic & contemporary); Saint Germain (chic & feminine) and Montmartre (artistic and sexy). Colours will range from the unmistakeable ‘Scandale’ red, black, a series of nude shades and undyed white. Scandale is debuting through Galeries Lafayette, ASOS and Zalando now.
