Pushing Boundaries ~ Oh La La Cheri Regroups
It’s probably no secret that I love writing and I only wish that I had the talent to produce a tome, so stunning in its prose, thoughtful in its production and brilliant in its message that the reader might not be able to put it down. There have been certain books that I’ve read throughout my life achieving this objective, provoking deeper insight than the obvious, creating clarity where there was once resistance. This is what happened when I read “All the Light We Cannot See” by Anthony Doerr. This Pulitzer winning novel weaves the unlikely bond of two WWII antagonists, a young French blind girl and a German soldier who has spent his formative years as part of Hitler’s Youth. Circumstances cause their worlds to collide. From wariness to trust, Marie-Laure and Werner find meaning in each other’s existence.
As I explained: the story affected me in many ways, including thoughts about the Lingerie Briefs mission. We have always focused on lingerie that straddles the better to designer market, mainly because of my desire to advocate for quality, fit, elegance and functionality. And even though I respect those brands that are overtly “sexy” for their business acumen, it is not my style. To me lingerie is an investment in a woman’s self-esteem and a nod to feminine artistry. So, I have shied away from these companies on Lingerie Briefs.
However, after following the Oh La La Cheri tale for the past 2 years, albeit from a distance, I have reconsidered; at least for this brand. Like the improbable relationship born of necessity in Doerr’s book, I have adjusted my perspective as I have watched Oh La La Cheri’s collections and campaigns evolve to another level of intimate revelation. This 10 year old company, who consistently has their finger on the pulse of cultural and fashion trends, has re-positioned itself to appeal to a “much more educated and smart market seeking statement pieces, trends, fit and quality at reasonable affordable price points.” In particular, their development of the plus size market (1X-4X), a big void in this category, is exemplary. Oh La La Cheri’s business model is working. Nordstrom’s just came on board. Sometimes, we must push the limits beyond our boundaries in order to see light on the horizon.
“There Are None So Distant That Fate Cannot Bring Them Together” ~Anthony Doerr