French lingerie brand Aubade has revealed that the Fifty Shades of Grey phenomenon has driven an increase in sales on the label’s more seductive lines and styles.
The rise in demand reportedly occurred much earlier in the season than is usual for the brand.
Aubade Paris UK managing director Laura Mclellan said: “On speaking with the accounts they have attributed much of this to the ‘Fifty Shades of Grey effect’ which is at present sweeping the country.
“It is by pure coincidence that the Aubade Autumn Winter catalogue features a model standing with a whip and, as with all our catalogues, the picture is in grey tones.”
The AW12 catalogues were designed in December, 2011, and delivered to Aubade’s accounts in June, 2012.
“Therefore Aubade could not have foreseen their lead picture could not have been more on trend,” said Mclellan.