SAY HELLO TO AUBADE LINGERIE OUR BEAUTIFUL AND EXQUISITE NEW FRENCH BRAND WE ARE SO EXCITED!!!

We welcome you to read below on how this famous name evolved into the amazing brand it is today.

Thanks to a historic collaboration with craftsmen, such as Calais lace-makers and Swiss embroiderers, the materials represent the very essence of the brand and combine all of Aubade’s French elegance and refinement.

Visit our Aubade Lingerie Section on our website.

Lace / Leavers Lace: Leavers lace is an integral part of French heritage, a rare and precious heritage that the brand continues to showcase in each of its collections. Floral or stylised, this fine lace fabric envelops the body with a noble touch.

Embroidery: Aubade embroideries are exclusively developed for the brand by its suppliers. Embroidery on a cotton base, such as for Bahia, or on a tulle base, as featured on Fleurs de Pommier, in solid colours or three tones… It invites creativity!

Guipure: Guipure is an embroidery without a backing, sewn onto “dissolvable” paper. Soaked in soap, the paper dissolves, leaving behind only the fine embroidery, called guipure. It adorns  Aubade lingerie sets to enhance the body: shoulders, back, breasts etc.

1950 : AUBADE, THE CREATION ….

Created in 1875 by Doctor Bernard, a corset specialist, the Aubade brand was founded in 1958, when panties and girdles were essential elements of women’s lingerie collections.

1960 : AUBADE, THE PIONEER ….

The image of the fussy 1950s woman with her sharply sculpted silhouette is gradually replaced by a freer and softer look.

Aubade is the first lingerie brand to make matching coloured bras and underwear. The lingerie set is born!! and collections reflect fashion trends and the changing seasons.

The brand’s first communication campaigns are impertinent and provocative, knowing and elegant. The tone is set: 30 years of Aubade advertising would follow, with the same themes and a dash of humour!

1970 : AUBADE, AUDACIOUS…

Audacity is probably the best way to describe 1970s fashion!

Aubade is already a savvy and stunning mix of seduction and technical prowess. The brand is responsible for certain innovations that marked the history of lingerie: the first strapless bras, halter bras, the legendary “Agrafe-coeur” (the bra that hooks in front)… As for the advertisements, they are provocative and avant-garde, focused on the relationships of couples and woman.

1980 : AUBADE, INSPIRATION FROM DANCE

The deliciously sexy world exclusive Tanga!

It is at this precise moment that Aubade draws inspiration from dance and creates the most mini creation of them all: the first tanga! Quickly adopted and copied, it becomes the essential G-string.

Men make their debut in the brand’s advertisements, as does the black & white format. The tone and codes are set. 20 years of campaigns will follow on these bases and the theme of a knowing relationship.

1990 : AUBADE, SEDUCTIVE LESSONS…

In the 1990s, fashion reaches a turning point. It’s time to test new things and undergo new experiences.  Make way for your lesson in Seduction!

For Aubade, this is the decade when its cult products are launched: the Bahia, the calendar… The 1990s also represent another keystone for Aubade: the launch of the first Lesson in Seduction. This is a real turning point in the development of the brand! These artistic and esthetic lessons are an ode to the seductive power of women, their refinement and their elegance.

2000 : AUBADE, VISIONARY…..

There was no year 2000 bug as people expected, BUT there were definitely innovations at Aubade: encouraging women to love their bodies at the beach.  The House launches its very first swimwear line!

The technological innovations continue: the “Petite Tricheuse” panties reshape curves and lift the buttocks. And the “String Minimum” weighs a mere 5 grams. The brand dresses women all day long: lingerie, swimwear, loungewear, stockings and tights are now all on offer at Aubade.

2010 : AUBADE, FASHION, FASHION, FASHION …..

The playful and sexy boxer line, is launched in 2013. The knowing relationship between men and women goes even further. Aubade now offers a line of mischievous and sexy lingerie specially created for romantic games: the ‘Boîtes à Désir’!

In 2013, Aubade creates a new weapon of seduction and launches its first fragrance, an ode to women, a sensual and elegant perfume.

We wait with baited breath to see what the world famous Aubade adds next to their story.

To be continued.......