Innerwear Intrigue

(PRIVATE AFFAIRS) 21 January 2011 Spokespersons from three leading French lingerie brands Princesse tam.tam, Chantelle and Simone Prle speak to wknd. about the Inside Story How has lingerie today evolved, and how has it done so in this part of the world? Princesse tam.tam: Today, lingerie is not the under-wear anymore. It has been changed to provide an intimate relationship with women (and even men), both in terms of physical feelings (comfort, perfect fit etc) and mental feelings (confidence, fashion, adaptation etc).

Chantelle: Surprisingly or not, there are less and less differences between the Middle East and other regions regarding trends and behaviour. Simone Prle: In the Middle East, the lingerie market is growing. Our main markets are KSA and UAE and the customer panel is very different in both countries. In Dubai, we cater to a lot of tourists; even if we do have regular clients, most of them are from outside Dubai. It is the opposite in KSA. Are lingerie collections here on par with global offerings? Princesse tam.tam: Absolutely! Our collection here in Dubai fully represents our global designs plenty of colours, delicate lacework and dedicated to the fashionista! In Dubai, the well-designed lingerie sector is emerging in the high-end fashionable apparel market. Chantelle: Yes and no. Chantelle is present in more than 100 countries in the world, and we do not have specific collections for the region; but our customers can select the bestsellers for the region from our portfolio. Also, as our products mix fit and comfort together with design, lace and embroideries, our collection matches consumer expectations here. Simone Prle: Our collection is a global one. However, we do not sell the same products in Dubai, Tokyo, Paris or Stockholm. We can definitely see trends. Coloured products, push ups and control bras are the most sold items for us here. But the most important thing is the service we provide. We have an excellent team who will be able to advise you and find the perfect bra for the perfect fit. What kind of tweaks do you do to cater to local cultural sensitivities? Princesse tam.tam: Actually we were surprised to discover the demands of this market! Women here are very independent. Princesse tam.tam offers women the freedom to fully express their originality. Our concept is mix and match. Women from Dubai can play around with the lingerie to enjoy themselves. They can mix a bra and the pyjama bottom from our collection.

Chantelle: Tradition and innovation are equally represented in our collection. Women here have a very keen knowledge and vision of lingerie, which is why we care a lot about design we treat it as part of haute couture, which is part of French history and values. Simone Prle: In KSA, we provide a catalogue without women, and we shoot our pictures in Parisian flat frames to keep the spirit of our products Made in France. This catalogue is available in the UAE as well as other countries in the Middle East. What is the prevalent attitude towards lingerie shopping? Princesse tam.tam: Minimalist lingerie with stone colours are not very successful here. In Dubai, women really love very colourful lingerie full of patterns and ribbons. Exactly Lingerie Francaise style! Chantelle: Women here have a real concern about lingerie; they usually have different types of lingerie for all occasions of life. It is not unusual to have at least 20 sets of lingerie at the same time. When they like a style, they can buy it in all colours available. There is also the tradition of trousseau for the wedding. The bride must have a significant and stylish assortment of lingerie. One of my retailers told me once you know, sometimes I need only one or two consumers per day to do business, as they buy 20 pieces each. Simone Prle: In general, the lingerie business is a good business. But customers travel more and more, and they will not settle for something unless it provides quality and value for money. For a push-up, a half cup, a control bra, a strapless or a minimiser, you will be able to find everything with our lines at a very wise price. Whats the brand equity? Princesse tam.tam: In 1972, Loumia Hiridjee and her sister, originally from Madagascar, came to Paris. In 1985, they created printed, colourful lingerie: a revolution. Today, their collections feature a range of delicate products which still retain touches of the original concept: Princesse reflects elegance and tam tam speaks of its playfulness. Chantelle: As a family business founded in the 1870s, the company pioneered the manufacture of innovative elasticised knits and then flourished in the 1920s as flappers replaced stiff corsets. Born in 1950, the brand Chantelle is very French, uniquely prestigious, and an everyday essential. Simone Prle: We have a long history with the Middle East as our CEO, son of Madame Prle, used to deal here when he was younger. Is lingerie a private affair, or not? Princesse tam.tam: Lingerie has gone out of the private affair which was more focused on function. We expect lingerie to be more beautiful, more fashionable. Chantelle: It is very much a matter of culture and education and we see situations changing quite fast. Lingerie is slowly becoming a real dress and not simply an accessory or underwear. Simone Prle: Lingerie is definitely considered a private affair especially in the Middle East. There is an element of trust so women will buy lingerie only if they trust you

Oh-La-La: The Top 5 Lingerie Stores in Dubai

1. Agent Provocateur
Erotic luxury lingerie company Agent Provocateur is a British brand founded by Joseph Corre son of Vivienne Westwood with his now ex-wife Serena Rees in 1994. The couple wanted to see women wearing more colorful, erotic and fashion-forward lingerie instead of just drab and sad looking undergarments. Since it's inception the brand has received great celebrity appeal with many celebrities appearing in ad campaigns. Agent Provocateur is now located in 13 countries with over 30 stores worldwide. One of the most luxurious and creative lingerie stores in the city, the undergarments here are beautiful, sexy, and incredibly sophisticated. 3 bldg, Saks 5th Avenue Style Avenue Dubai LLC Level 2, Bur Juman Centre Mall Extension Khalid Bin Waleed Road Bur Dubai 04 351 5551

2. La Perla
Founded in Bologna, Italy in 1954, La Perla has been creating fashionable and sexy lingerie for women for over half a century. The comapny is the brainchild of Ada Masotti who made corsets for dowagers and royal families specializing in lace and embroidery-one of the brand's features even today. Sophisticated and elegant, La Perla is lingerie for the lady. Burjuman Center Bur Dubai 04 .355 1251

3. Parah
Italian brand for intimate underwear, lingerie, and swimwear, Parah is renowned for its romantic, beautiful and sensuous undergarments. With boutiques located mostly in the Middle East and Europe, this lingerie store is scarcely found in the Americas. Playful, fun and extremely luxurious, find your Valentine's Day present here. The Dubai Mall 04 399 8489

4. Victoria's Secret
The renowned American lingerie store Victoria's Secret just opened its first stand-alone store in the UAE this past December in Mirdif City Center. Find everything you desire from this much-loved brand including perfumes, pajamas, and wonderfully sexy lingerie. Mirdif City Center 04 231 6755

5. Stella McCartney
Stella McCartney blends sweet elements such as ribbons and pastel silks into a more street smart attire creating a lingerie line that is at once innocent and bold. Beautifully made and stunningly elegant, this is another lingerie destination for your Valentine's Day gift. The Dubai Mall 04 3399 179