Aubade

Aubade, which means "poem or love song about two lovers parting", is a French luxury brand built on eminent craftsmanship and Parisian elegance with the art of seduction in mind. The recognized and innovative brand has in many ways set the tone for the development of lingerie as we know it today. With a rich history, enormous understanding of craftsmanship and female empowerment in focus, the French brand was the first in the world to view lingerie as a "pleasure product" rather than just practical and necessary. The journey starts in 1875, when Dr. Bernard starts a corsetry business, which in 1958 is taken over by the Pasquier family, who then found Aubade. Since then, the company has become known for its seductive designs, daring fits, good quality and liberating vision.

As early as 1963, Aubade created the first two-piece set of matching lingerie which really established their status as innovative lingerie craftmen. With its sublime savoir faire combined with a vision to cultivate the art of seduction, female sensuality and femininity, the French luxury brand can boast of being the creator of the world's first strapless bra, first halter neck bra and first garter belt. But it is not just Aubade's flair for lace and iconic fits that have created the brand's reputation. From the very beginning, Aubade has put his name to major campaigns with communications that were unprecedented at the time and slightly provocative due to their sensual nature. Especially through the women's liberation of the 70s, the brand was not shy and the brand's communication, strongly supported the women's liberation of the 70s.

The most iconic campaign of all was born in the 90s, "lessons of seduction". The campaign was a special turning point for the brand, and earned a prominent place in lingerie history. Shot in black and white, the campaign featured motifs that celebrated the female body accompanied by carefully curated seduction tips that Aubade has collected over 19 years from real people.