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.

Discover More Daily Signals
The China Playbook: Why young Chinese luxury buyers love Vivienne Westwood

Daily Signals

The China Playbook: Why young Chinese luxury buyers love Vivienne Westwood

The China Playbook is a monthly briefing from Hot Pot China equipping businesses with the knowledge to navigate the complexities of the Asian premi...
Luxury : Fashion : Hotpot
Stück re-imagines the third space for intimacy and connection

Daily Signals

Stück re-imagines the third space for intimacy and connection

Stück, a new third-space venue in Dalston, London, is bringing intimacy, hospitality, co-working and community together under one roof.
Third Spaces : Private Members Club : Community
Stat: Social media drives 1.7bn annual UK high street visits

Daily Signals

Stat: Social media drives 1.7bn annual UK high street visits

American Express’s latest Hype to the High Street study reveals that nearly two-thirds (63%) of UK adults have visited a shop or hospitality venue ...
Retail : Fashion : Statistic
Budapest’s Lilith bar brings tarot-inspired rituals to cocktail culture

Daily Signals

Budapest’s Lilith bar brings tarot-inspired rituals to cocktail culture

The team behind Hotsy Totsy Budapest, recently ranked among the world’s top 500 bars, has opened a second venue in Budapest’s Erzsébetváros district.
Hospitality : Bars : Restaurant
Google DeepMind and A24 put film-makers in charge of AI’s creative future

Daily Signals

Google DeepMind and A24 put film-makers in charge of AI’s creative future

AI research lab Google DeepMind and A24, the independent studio behind films such as Everything Everywhere All at Once and Marty Supreme, have anno...
Technology : Media : AI
Stat: Young adults living at home redefine life stages

Daily Signals

Stat: Young adults living at home redefine life stages

A record 25.2m US adults aged under 35 lived with their parents in 2025, according to research from Realtor.com. One in three now sh...
Lifestages : Statistic
Healf Experience 2026: Wellbeing beyond optimisation

Daily Signals

Healf Experience 2026: Wellbeing beyond optimisation

At London’s 180 Studios from 20–21 June 2026, leading wellness platform Healf brought together influential voices in health, longevity and performa...
Health : Wellness : Fitness
Gleneagles launches wild sauna and fresh water bathing site

Daily Signals

Gleneagles launches wild sauna and fresh water bathing site

Luxury hotel Gleneagles is expanding its wellness offer beyond the spa with the launch of Frandy Water.
Hospitality : Wellness : Nature-based Travel
Stat: Britain’s weight-loss drug boom is reshaping the supermarket shop

Daily Signals

Stat: Britain’s weight-loss drug boom is reshaping the supermarket shop

GLP-1 drug use has nearly tripled in the UK in the last two years, with 1.9m adults now taking medications such as Mounjaro and Wegovy – ...
Retail : Food : Statistic
Pinterest bets on conversational commerce

Daily Signals

Pinterest bets on conversational commerce

Pinterest has launched Ask Pinterest, an experimental AI-powered shopping app that transforms product discovery into a conversational experience.
Discovery : Technology : Pinterest
You have 2 free Daily Signals remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN