May 30, 2022 0 comments

Our templates are just like you!

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Couldn't find a better title, sorry, but it's true that this year, for the first time, we wanted to use you as a model.

Since the beginning, people have often told us, "you make cotton lingerie for old women." At first, I took it personally, as if being old was an insult. Subconsciously, lingerie is supposed to be worn by "sensual" (not to say sexy) women. But our average age is 49. So why not see a woman of that age or older?

Discover Peau-Ethique lingerie!

All brands want to be body-positive; it's a race. The one that shows the most bodies, that is the most counter-current. More than 10 years ago, we had the audacity to feature a young woman who wore a size 40, and we were told it wasn't marketable.

Are we taking a risk?

Because it's all well and good to want all bodies, all morphologies. Wouldn't we be more tempted to buy if the model is a size 38 and young? We're taking the risk! It's important to represent all women.

There's a real taboo about the image of women over 50, as if with menopause they no longer exist. I don't know, but we remain women (I say "we" even though I'm not yet 40, and Sara isn't yet 30). Invisible in society, they barely exist from a marketing perspective anymore.

We've always looked for what's called a silver model. So this year, we're taking that risk. Maybe it will be a huge fiasco, and no one will buy our products because they're "old-fashioned." But we dare. We dare to show the evolving female body.

Without having a feminist reflection on this topic, but there would be a lot to say about the passage of time on the female body. White hair, wrinkles, weight...

However, it's difficult to be an inclusive brand. It will never be enough, and above all, we women are formatted to an image of the ideal body. We will always be tempted to buy if the model is "slim" when we are not necessarily. We hope you will appreciate our risk-taking.