The story of Maison Lejaby is a story about women, about their quest for freedom, their ever-changing desires and ever-evolving personalities. It’s also a story about seduction and self-love. The world of lingerie is one of delights, some hidden behind curtains, others unashamedly displayed. A world that evolves over time, adapting to trends, innovations and the needs of women. Enter the fascinating world of Maison Lejaby and discover what it means to be a real Maison de Création “à la française”.
Ladies and lingerie across the ages
A movie poster, a scandalous scene in a movie, a burgeoning desire… This is how the first Lejaby bra was born in France in 1930. Gabrielle, “Gaby” Blanchard, sees “Der Blaue Engel” with Marlene Dietrich and her legendary garter and starts sewing lingerie and bras. Gaby was able to capture the feeling of a moment in her creations, created by her brother-in-law, which had instant local success.
After Gabrielle’s death, her brother-in-law Marcel Blanchard moves to Paris and opens a design studio for French lingerie. Corsets, bodices, garter belts and other lingerie are made with a unique and precise know-how.
Lejaby is gaining momentum thanks to new fabrics and materials, along with advertisements featuring the seductive pencil line of Gruau, famous for his work for the house of Christian Dior.
A new world of possibilities opened up as the corset lost its powerful hold on the female silhouette. This is the beginning of elastic fabrics and colors in French lingerie: a real revolution! Always an ally of women, Lejaby joined them in their liberation, giving them colour, style and the triangle bra! The brand seemed to understand their customers and the trends. Over the decades we’ve seen the introduction of Jubilee, the symbol of a bold, powerful and decadent era. This was followed by the range called “The Cloud”, which stands for minimalism and sophistication. The names of these ranges are the perfect embodiment of current trends. The time for fuller figures would soon come, and Lejaby adapted its offer to a new clientele with the Elixir range.
The brand likes to innovate, tease and surprise. To this end, new materials are often introduced, sometimes putting comfort first and sometimes seduction, but always with a perfect cut and fit. Low-key or playful, women know that Maison Lejaby allows them to feel the way they want – like themselves.
The new glamour
However, in recent years we have witnessed a new shift in trends and consumer behavior. Contrary to what we saw in the ’90s and early 2000s, lingerie isn’t primarily a weapon of seduction. It has become a tool to empower women rather than objectify them. Glamor doesn’t have to mean wearing fiery red underwear, tummy panties, lace, or incredibly intricate and flesh-cutting pieces. Glamor is no longer a deep cleavage. Seducing men is no longer women’s priority, they want to seduce themselves and put their well-being first. They own their body and are proud of it, proud of every line, every stretch mark, every extra pound of flesh and blood. And they want to be able to forget about their lingerie, knowing that they’ll be comfortably supported all day long, like wearing the Abdominal Panties Maison Lejaby.
This new trend leads to practical shapes, soft, eco-friendly materials and appropriate sizes. We’re going back to basics, but basics don’t mean boring anymore. Lejaby’s Invisibles line is the perfect example of a breathable, skin-friendly offering. “Loungewear” has also become a big trend in the first and second waves of the pandemic.
A new self-expression tool
Consumer behavior is volatile and we are living through unpredictable times. While comfort remains important, there is a general understanding that one size does not fit everyone or suit every situation or outfit. If loungewear stays in trend for a long time, then it should be far away from sweatpants and hoodies, but towards belly panties and pieces of silk and velvet, soft and elegant.
It’s also important to note that lingerie has long been misunderstood, almost stigmatized. Choosing clothes that flatter us and make us feel good is directly related to our mood, confidence and psychological well-being. Lingerie is free from societal expectations that exist in fashion, so women shouldn’t be afraid of their choice! They are meant to have fun and experiment with their lingerie. And in return, lingerie must continue to pamper, comfort and uplift us.
A bright future for Maison Lejaby’s Lingerie Française
The art of lingerie has now become mundane. Maison Lejaby is proud to call itself “Maison de Création” and prides itself on the unique know-how and craftsmanship of its Lyon-based ateliers. Their work is still infinitely precise, their materials are always noble and of the best quality and all their suppliers are European. Their stores are designed to look and feel like a cozy apartment and dressing room so that customers feel comfortable and can enjoy the unique experience of lingerie shopping in every way, as an extension of themselves.
Today, the brand puts its know-how in corsets at the service of swimwear, nightwear and activewear to offer a complete range and accompany women in every single part of their day, life and activities.
The brand’s goal of going one step further and always innovating has led to the creation of two eco-friendly lines: one with vegetable fibers and an upcycled line offering products made from scrap materials. Additionally, one of their swimsuits, the Renew Cult, is made from 100 percent recycled and recyclable yarn obtained from fishing nets. The brand sets an example for a better and greener future. Women shouldn’t have to choose between feeling confident or comfortable in eco-friendly lingerie. Maison Lejaby offers you both.