Promincor – Lingerie Française (the Association for the Promotion of the Corsetry Industry and the Committee for the Development and Promotion of French Clothing) shifted its summer showcase venue from New York to London this week.
Eight French lingerie brands showed in the UK capital for the first time at Ladbroke Hall, at an event attend by key buyers, media and influencers.
The runway show usually held in the US shifted from its NYC home this time and was held in conjunction with the Wonderland trade show.
Brands taking part included Aubade, Chantelle, Chantelle X, Empreinte, Lise Charmel, Louis Bracq, Maison legacy and Simone Perele.
So why the move? Alain de Rodellec, president of Promincor – Lingerie Française, said: “The British market is now emerging as a true driver of growth for our businesses. Supported by a discerning clientele that appreciates elegance, quality, and craftsmanship, it provides Lingerie Française with a unique platform for expression.This market is a natural fit for our brands: they exemplify a French art de vivre, steeped in refinement, comfort, and timelessness—values increasingly appealing to British consumers.”
He added that “London is an essential international showcase” and the UK “stands out for its dynamism and openness, simultaneously embracing innovation and firmly rooted in tradition”. He explained that the event helps members “to gain visibility, build targeted business connections, and strengthen their international position”.
Promincor – Lingerie Française was established in 1960 with the aim of “allowing French Lingerie brands to express themselves with one and the same voice in France and on the international scene. It highlights the excellence of the profession of corsetry, its original designs and precision engineering”.
And on the London runway it offered a close-up look at the “heritage, savoir-faire, creativity and innovation” of the eight brands “that carry on traditional manufacturing practices”.
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