Galeries Lafayette Haussmann unveils new lingerie and swimwear section

By

Anaïs Lerévérend

Published
May 21, 2013

Following construction work, the new lingerie and swimwear department concocted by the Galeries Lafayette Haussmann is showing its new skin. This 3,500 square meters space on the fourth floor - the latest phase in the department store's renovation - is now finally open to the public since May 6. It has become a temple of lingerie and swimwear, from seasonal models to year-round. The department's approach has been completely revamped to create a promenade through the brands, as if the shopper were walking through a (very) extravagant Parisian apartment.

More similar to how ready-to-wear is usually organized, the new space makes the lingerie more playful and welcoming. It uses color zones (soft pink, purple or red) depending on the brand positioning, ranging from very accessible brands such as Galeries Lafayette's own in-house label Premieres or Etam and Oysho to the very upscale like Agent Provocateur, Eres and Maison Lejaby Couture.

The new makeover combines mischief and elements of historical Paris and was created with designer Stella Cadente. And to celebrate, Galeries Lafayette Haussmann is throwing a party. Through publicity posters and in its store windows, the store is already beckoning customers to the fourth floor. "It has been a success this first week," said Geraldine Mazin, head of purchasing for lingerie, swimwear and footwear. "We are surprised to see a new group of visitors, many more men and tourists who meander into the space and have fun there," she explained.

But the big opening event is May 21 with an evening for clients. The Lingerie Party from 6:00 p.m. to 9:00 p.m. will feature happenings choreographed by Kamel Ouali and special activities offered by the brands at their booths. The manufacturer of Lycra fibers is the store's co-sponsor for the launch event.