Bon Marché: Lingerie Reinvented

In 2012, Le Bon Marché Rive Gauche began renovating its departments and through this project reaffirmed its key characteristics with a cutting-edge selection of brands and the creation of a new bespoke universe. Today, after a vast amount of work and the finishing touches added to the Women’s department, this historic building is once again a sight to behold. The building is truly one of a kind and reflects its extraordinary origins. In the 19th century created this “Grand Magasin”, seeking to create a space that was dedicated to women, one that was at the same time commercial cultural where the days unfolded along the rhythm of sales, the reading room and exhibition space. Discovery, surprise and variety: these are the things at the heart of the Bon Marché. Moreover, the renovation has above all allowed the department store to recover its original structures, in particular, its superb solariums. The fourteen solariums are incomparable, outlining the journey through the store and the distribution of space itself, the end result is a space that succeeds in being both open and warm. Inside the store, an interesting juxtaposition takes place as the space, filled with daylight is almost turned into a promenade, an extension of the city while the succession of conservatries add a green touch and cocoon visitors. On the second floor, in the heart of the fashion department, the space dedicated to lingerie was an integral part of this impressive redesign.

You have also reviewed your offer and the selection of brands. What type of “wardrobe” are you offering in terms of product category, brands and positioning?
Our positioning is above all based on fashion and this is where we have taken many of our new brands, many of which are exclusive to us, on top of this, we also work with a curated assortment of institutional brands. Our positioning brings together accessibility and luxury for both planned and impulse purchases. This lingerie space proposes different “wardrobes”, for example, “Intemporel” (Timeless) which honors corsetry know-how. In this selection we find the most beautiful brands, from the most well known to the most exclusive side by side such as La Perla, Aubade, or Madame Aime (to name just a few). The “Mode” (Fashion) wardrobe features cheerful, flamboyant pieces that are fickle and colorful. This selection is renewed each season with designer brands such as Ysé, Yasmine, Eslami, Esquisse, Momoni and Laura Urbinati. As far as loungewear, the focus is on colors and materials because relaxing at home is a way of life where elegance is key. For legwear, the imaginative designs of brands such as Badelaine, Polder or Royalties join essential brands such as Wolford, Le Bourget, and Bleu Forêt.
Does swimwear have its place here?
Yes! The lingerie section is enriched with a vast permanent section. The “Evénementiel” (Event) wardrobe selection, located in the heart of our space, it allows us to offer both swimwear and beachwear to our clientele. The “Crosière et Bain de Mer” (Cruise and Swimming in the Sea) wardrobe is an invitation to travel and it offers cruise and sea bathing fashion all year round but renewed each season. The location is as big as the choice it offers and the most part of the brands are exclusive to the Bon Marché.