Parisian brand Simone Pérèle has been named Designer of the Year 2017 by Salon International de la Lingerie and Paris Capitale de la Création.
The brand has been recognised for its outstanding creativity since its inception in 1948. At that time, cone bras were in fashion, particularly Simone Pérèle’s Soleil design, and with the invention of nylon, corsetry became available to all.
Ms Pérèle was equally innovative with her first stretch Lycra lace bra, Sole Mio, and in 1968, the designer launched the first wireless and invisible bra available up to a C up – a first for the era. This bra, named Pétale, promptly sold out.
In the 1980s, women were liberated and garter belts and balconette bras were considered tools for seduction. With the 1986 advertising slogan ‘Choosing a Pérèle is never innocent’, the brand made confident seduction a norm.
“It’s this tradition of savoir-faire and creative boldness that the Salon International de la Lingerie celebrates by naming Simone Pérèle the 2017 Designer of the Year with Paris Capitale de la Création,” trade show organisers said.
The award win comes almost two years after Ms Pérèle’s grandchildren, Mathieu Grodner and Stéphanie Pérèle, took over as directors of the business from Stéphanie’s parents.
They have since implemented a five-year strategy called CAP2019, with the aim of improving the brand’s relationship with the end consumer, through new marketing campaigns and the launch of own-brand stores to complement its existing channels.
Simone Pérèle is also implementing a more targeted communications strategy to enable better engagement with its loyal and target customers by distinguishing its core essentials range from the Coupe de Coeure (season’s favourites).
“[The award win] is exciting for us,” Grodner told Lingerie Insight. “It’s coming at a great time – probably the best time because of all that we have discussed regarding CAP19.
“So we are really happy because we can definitely leverage on that and we believe it’s a nice award for us, considering all the efforts that have been put in place by the design teams over the years to always improve our collections.”
The award will be presented at a press conference on 21 January at the Salon International de la Lingerie trade show in Paris.