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