Scandale is a Paris-based lingerie brand that has reinvented itself many times over the years – not unusual, since it has been around since 1932 – but this most recent creative shift is different. The company decided it was time for something new but this time round, the change in direction is really a return to an old one: they’re taking Scandale back to its cheeky, sensual and quintessentially-French roots.
What makes French lingerie so iconic? It’s all in the way it captures “the perfect blend of elegance and sensuality,” according to a representative from the brand, who added that classically French intimates offer “an effortless yet sophisticated allure – never overtly provocative, but always seductive in a refined way.”
This new collection, Les Scandaleuses, takes its cue from forward-thinking women (both real and mythical) who, in their own way, each scandalized the world in order to change it. Who showed an audaciousness and refusal to conform that continues to captivate us to this day.
Take Tomoe for example. A formidable samurai warrior who held her own amongst her male counterparts, her namesake product range is based around a striking Sakura flower embroidery meant to symbolize both strength and delicacy. Or Roxelane, a range where soft stretch lace over a rigid tulle background represents her celebrated beauty and her iron will to create a better life for herself as she rose from slavery to being the chief consort of the sultan.
In the graphic Mata Hari range, semi-transparent tulle that hints at what’s below, inspired by this famous femme fatale’s alleged double life as both an exotic dancer and courtesan, and a spy. And a similar source of inspiration is Josephine Baker; a dancer, singer and spy during WWII, her lingerie range is made from lace with a hint of metallic shimmer, reflecting the glitz, glamour and seductive atmosphere of the 1920s cabaret world through which she moved.
Sissi is one of my personal favorites from the collection, designed using an intricate guipure embroidery inspired by Viennese court dress, and showed off to fabulously dramatic effect on a semi-unlined plunge bra with a cut-away center front. And finally, there’s the ivory Venus; inspired by Botticelli’s image of the goddess emerging from a shell, the very image of female beauty, this range features a chic scalloped trim that subtly incorporates the Scandale logo.
Each of these ranges, and inspiring female figures, is also captured in an accompanying fashion illustration – another return to Scandale’s roots, where illustration always played a key role in their marketing campaigns and brand identity.
This theme of legendary women isn’t just a one-off campaign; it’s the new creative vision for the almost century-old lingerie company. Next up, they’ll be exploring the scandaleuses of the art world – think Artemisia Gentileschi for example, who painted the iconic Judith Slaying Holofernes. Above all, this is Scandale’s new message to its customers: challenge preconceived ideas, have fun, wear what brings you joy, and dare to be scandalous!
Scandale lingerie covers an XS-XL and US 32A to 38D or 36DD size range, and is priced from 28.60€ to 121€ (approximately $30 to $125).
