Time for a change

27 : 05 : 2016 Dessú : Lingerie : Femininity

Paris/London – Lingerie brand Dessù explores a more nuanced femininity in its debut collection.

  • Dessù’s first collection is inspired by different times of the day
  • The brand crowdfunded its collection on KissKissBankBank
12pm by Dessú, Paris/London 12pm by Dessú, Paris/London
2pm by Dessú, Paris/London 2pm by Dessú, Paris/London
5pm by Dessú, Paris/London 5pm by Dessú, Paris/London
3am by Dessú, Paris/London 3am by Dessú, Paris/London

Dessù, from the phonetically similar dessous meaning underwear, takes a more thoughtful and less sexualised approach to lingerie. That is not to say that aesthetics don’t play an important role in its new range.

Six designs for six times of the day represent the idea that women can be different people between waking up and going to sleep.

12 p.m. is a looser, baggier style inspired by boxer shorts, and features tropical prints by illustrator Hélène Georget, while 2 p.m. was made in collaboration with Corentine Baras of Cocktail Editions.

‘I’m not necessarily comfortable with the word ‘feminine’ because of the prejudices that surround it,’ says Baras. ‘My vision of femininity would be more related to an attitude, provided it is assumed and committed.’

The Big Picture

Innovators in the underwear market are using more emotive imagery to empower women and celebrate their individuality. Find out more in our Bare-it-all Branding microtrend.

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