Lise Charmel Exclusive: The Legacy, Craftsmanship & Future of Luxury Lingerie
By ASI EFROS
In this exclusive interview, Sandra Jones, Director North America at Lise Charmel, shares what it takes to steward a historic French lingerie house in the U.S. market. She reflects on heritage, craftsmanship, and the future of couture lingerie.
What does it mean to you to represent a brand with such a rich French heritage in the U.S. market?
Representing Lise Charmel in the U.S. is both an honor and a responsibility. The brand carries nearly five decades of French savoir-faire, and my role is to translate that heritage into a language that resonates with the American woman, without ever losing its soul. It’s about building a cultural bridge between French couture lingerie and the modern U.S. luxury consumer. Each season, I feel I’m not just presenting products, but telling a story of artistry, femininity, and excellence.
How would you describe the signature elements that make Lise Charmel instantly recognizable?
Lise Charmel is instantly recognizable through its extraordinary embroidery, vibrant color stories, and architectural construction. There is a very distinctive balance between sensuality and sophistication. You’ll always find exceptional materials, silk satins, Leavers lace, intricate guipures, paired with impeccable fit and support. It’s couture lingerie: visually breathtaking, yet engineered for the real body.
Who are the people who design and craft Lise Charmel’s pieces and assure the brand’s longevity?
Behind every piece is an entire ecosystem of talent in France and Europe: designers, pattern makers, colorists, embroiderers, and technical engineers, many of whom have worked with the Maison for decades. These are true artisans, masters of their craft. Their transmission of know-how from one generation to the next is what ensures the longevity and integrity of the brand.
What role does craftsmanship play in customer loyalty and retention for the brand?
Craftsmanship is the foundation of our loyalty. Once a woman experiences the precision of the fit, the comfort, and the durability of a Lise Charmel piece, while also feeling beautiful, she rarely goes back. Our clients don’t just purchase lingerie; they invest in a sensory and emotional experience that lasts for years. That creates a deep, almost generational attachment to the brand.
How does the brand stay current and competitive?
By constantly innovating while respecting its DNA. We invest heavily in R&D, new embroidery techniques, sustainable materials, and evolving fits to meet today’s lifestyle. At the same time, we closely observe global fashion trends, digital behavior, and consumer expectations. This balance between heritage and innovation keeps Lise Charmel timeless, yet always relevant.
What are the main channels of distribution for the brand?
Lise Charmel operates through a highly selective distribution network: luxury specialty boutiques, prestigious department stores, and our own branded e-commerce platforms. In the U.S., we also work closely with top high-end retailers and curated resort destinations. Every door is chosen carefully to reflect the brand’s positioning and deliver a true luxury experience.
Who is the Lise Charmel woman today, and how has she evolved over time?
The Lise Charmel woman today is confident, informed, and unapologetically herself. She appreciates beauty, but she also demands comfort, ethics, and quality. Over time, she has become more independent and expressive, yet her desire for elegance and refinement remains unchanged. She no longer buys lingerie just to be seen, she buys it for how it makes her feel.
Can you tell us about Lise Charmel’s recent collaborations?
Our collaborations are always carefully curated to resonate with our universe of luxury, art, and lifestyle. We collaborate with textile artists, embroidery houses, luxury retailers, and sometimes wellness and lifestyle partners. Each collaboration is designed to be a dialogue, never a trend exercise, but a true extension of our identity.
What’s in the future for the brand?
The future of Lise Charmel is a beautiful balance between expansion and preservation. We are focusing on digital growth, sustainability, and new global markets while continuing to protect our craftsmanship at all costs. 2026 will mark our 50th anniversary, a major milestone that will celebrate our heritage while opening a bold new chapter for the Maison. The ambition is clear: to remain the reference for couture lingerie worldwide.
If you want to embrace the elegance of a Lise Charmel woman, immerse yourself in their timeless collections. Discover more at www.lisecharmel.com and on Instagram @lisecharmel_officiel.
Contact Information:
Sandra Jones, Director North America at Lise Charmel
Email: sjones.us@lisecharmel.fr
Website: www.lisecharmel.com Instagram: @lisecharmel_officiel
See more Intimate Talks interviews by Asi Efros on Lingerie Briefs
