Moscow brand Le Journal Intime: Gentle lingerie that you don't want to hide
IN RUBRIC "NEW MARK" we present young designers and tell them where and why to buy their things.
Le Journal Intime
DATE OF BASE: 2015
WHERE TO BUY: Leform, Aizel, lejournalintime.com
PRICE: a kit made in Moscow costs up to 10 thousand rubles, a body - 8-9 thousand rubles. French collections are more expensive: a set - up to 25 thousand rubles, a body - 15 thousand rubles.
Some five years ago, there were very few decent Russian brands of linen, but now there is plenty to choose from: Irma and Lovegoods will suit those who prefer a fashionable base, and Corporelle and Naked letters to lovers of delicate lace and transparent inserts. Le Journal Intime, invented by the sisters Natalia Voinich and Tatiana Valentinovich, is another lingerie brand that I want to highlight among others. For a long time, the creators were engaged in the production and sale of postoperative underwear in the company Native, which has been operating for about twenty years, and then decided to establish a brand with models for everyone.
“The effect of our laundry was so obvious that customers wanted to wear it all the time. Doctors often asked us if we didn’t think about making clothes for every day. And we realized that it made sense to adapt it to everyday life,” say Natalia and Tatiana . So the current brand has grown from the developments that have emerged over the years of the creation of compression models: "Lingerie should be comfortable, so breast support is carried out without stones due to modern materials. At the same time, it is important for us that it is beautiful and we want to show it."
The creators call their underwear “corrective,” but increasingly, models of this kind, like, say, “strict office clothes,” are worn just like that, forgetting about their original function. Until recently, the "corrective underwear" was intended to make a perfect figure according to the glossy standards and remove the "problem" areas. Today, underwear items are becoming elements of casual wear, like pajamas in their time - remember any Yeezy collection. The creators themselves call the main source of inspiration "Parisian chic", and also regularly attend underwear exhibitions in France.
There were a lot of difficulties with the brand: “At the beginning of work, not all stores understood our policy - in Russia, the concept of underwear is closely connected with push-ups, bones, etc. It turned out that our women are not ready to spend big money on purchase of linen. " Now the main hit of the brand is the Monroe collection, models of translucent materials, comfortable to wear. In addition to the sets in retrostyle the brand has shorts, combinations and skirts.
A kit made in Moscow costs up to ten thousand rubles, a bodysuit is eight to nine thousand. French collections are more expensive, on average up to twenty thousand, body - fifteen. Women attribute the price to the high cost of materials and production costs, but plan to find a compromise in the future. Also, the creators want to expand the standard line: "We have customers with large sizes, but due to the stock of elasticity it happens that the laundry fits sizes larger than indicated. While we are planning to create bras for large breasts on wide comfortable straps, but the body and dresses can be ordered by individual measures now. "
