Vanity Fair Brands Europe (VFB) showcased the results of its major restructure at Mode City this week with debut beachwear collections and redefined lingerie lines from its LOU and Vanity Fair brands.

After becoming part of the Perceva investment fund in summer 2015 and appointing new president Joelle Pellegrin, the French business has focused on repositioning the two brands with new identities built on their original signature styles.

Vanity Fair now has a new personality, offering fashionable lingerie featuring eye-catching tie-dye prints in contrasting colourways and exquisite embroideries.

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LOU, which celebrates its 70th anniversary this year, presents contemporary designs that pay homeage to its corsetary origins, with premium fabrics, feminine shapes and bold graphics.

SS17 marks a major turning point for the LOU and Vanity Fair stories, with each brand presenting its first beachwear collection.

LOU shows off its daring side by drawing on a history built on elegance, modernity and glamour. The beachwear collection is clean, with structured shapes in warm, earthy colours accented with berry and gold shades.

Vanity Fair’s beachwear line offers sleek, graphic swimsuits and bikinis with architectural lines mixed with carefully placed, delicate inserts that flatter the figure.

Highlights from the collection include a the Lipari gold bikini featuring a jacquard mesh with gold lurex thread and the Samoa one-piece with a geometric print.

The launch of these new collections at Mode City follows a major restructure at VFB, which plans to grow its business internationally.

Over the past few months, president Joëlle Pellegrin, the former managing director for continental and south Europe at La Perla, has hired her own aides-de-camp to fulful an expansion project for the brand portfolio consisting of LOU, Vanity Fair, Variance, Bestform and Cherry Beach.

Former La Perla CFO for the French and Spanish business Miguel Santoro was appointed CFO of VFB, while Philippe Natrella has been hired as the new HR and Business Controlling director.

Carol Johnson, the former Sales Manager for the Body Cover Group, has also come on board as country manager for the UK and Ireland.

Explaining the restructure, Franck Kelif, founder and partner of Perceva, said: “The lingerie market is highly competitive. France is currently out main market with 60% of turnover. The potential for development in the rest of the Europe and internationally is very strong.

“Our strategy will consist to benefit and capitalise on our strong Bestform and Variance basis, whilst redeploying iconic brand LOU and Vanity Fair, plus swimwear label Cherry Beach, to present a strong and consistent offer and enable VFB brands to become and industry partner of choice,” he continued.

“This ambition will be supported by a significant invent plan focusing on product development, innovation, brand image and business development.”

Look out for an exclusive interview with international sales director Pierre Garnier in Lingerie Insight.

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