BUSINESS OF FASHION: HALLE BERRY TO RELAUNCH SCANDALE LINGERIE BRAND
OCT. 27 – Actress and entrepreneur Halle Berry is tired of hearing about your “janky” underwear! In an effort to persuade personal colleagues and the general female populace to treasure a fine line of underwear instead of a 5-year old brassiere, Berry has partnered with Scandale.
Established in 1932, the lingerie line created by Robert Perrier has provided over 80 years of rich, sophisticated French hosiery and lingerie. It is noted that upon its first few creations, an assistant of the legendary manufacturer exclaimed “C’est un scandale!” (It’s a scandal!) after touching a super light girdle.
Halle Berry first encountered the modest French line when she was visiting France with her husband Olivier Martinez. Immediately drawn to its coquettish collection, Berry became an immediate devotee working to relaunch the classic brand with Target and fixing the revamped designs with a lower price tag. The goal is to provide affordable, modern and high quality underwear starting from $7 (for panties) and $18 (for bras).
The North American launch is scheduled for today in Target stores. Future prospects of going global is set for 2015. A fine collection in every women’s closet and an absence of janky underwear is the biggest obstacle.
Pierre Couronne (1962) for Scandaleby