LINGERIE / COMPANY

BEHIND THE DESIGN

OUR HEAD DESIGNER ON HER CREATIVE PROCESS & WHERE THE INDUSTRY IS HEADED
05 . 25 . 2020

Lingerie and Swim aficionado and OH LÀ LÀ CHÉRI Head Designer explains her creative process, size inclusivity in design and where the industry is headed next.

WHERE DO YOU FIND INSPIRATION FOR YOUR DESIGNS AND COLOR PALETTE?

As an artist, I find inspiration in literally anything. I also follow trends from all different types of social and database platforms, such as WGSN, Instagram, and Pinterest to get inspired. Oddly enough sometimes I get ideas in my dreams and I must wake up immediately and sketch them out before I am on to the next idea. This was how the group Favor was born. Ideas of using different elastic widths to create this subtle but intricate strap detailing were something worth racing up out of bed at 4am.

“I wanted to tap into the new ornate trend this spring by sourcing lots of laces, embroidery, and fun ditzy floral prints with pops of color.”

WHAT ARE THE BIGGEST TRENDS THAT INFLUENCED YOU FOR THE SS20 COLLECTION?

One of the biggest trends that influenced me for the SS20 collection was the festival looks, which is always a big inspiration for spring. Wide elastic strappy styles that contour the body influenced a few of my design concepts this spring. Like the Janet Lingerie Collection, with animal skin laces and decorative overt hardware. I thought to myself, “what would make a striking statement and a captivating Instragammable picture while at Coachella?”. But spring is not only just about the festival season, so I wanted to tap into the new ornate trend this spring by sourcing lots of laces, embroidery, and fun ditzy floral prints with pops of color, which brought about the Ella group. The prints and dual-color embroideries act as the glue to the entire collection allowing everything to merchandise well together and accent colors to truly shine.

“Fashion trends really impact lingerie and swimwear these days because the women are less shy and more daring to wear pieces as outerwear.”

HOW DO FASHION TRENDS IMPACT THE LINGERIE AND SWIMWEAR SPACE?

Fashion trends really impact lingerie and swimwear these days because the women are less shy and more daring to wear pieces as outerwear. As a lingerie designer I no longer must think conservative or bedroom only in my approach. I must design things and choose colors that have dual-use and longevity. The consumer is becoming a smart shopper and will not purchase if she doesn’t feel like she can get more than one look out of it. The pursuit of global environmental sustainability is at an all-time high right now and so this affects the buyer/consumers purchasing desires. Women feel more confident going out in lingerie that gives her support and makes her feel good. One of our best sellers the Page teddy is a perfect example of duality and longevity this is a style that women will feel comfortable wearing around the house, to the mailbox, or even out for drink under a pair of jeans. This was designed with that concept in mind.

“ There are a lot of factors to consider when designing lingerie. Lingerie must not only look good but fit well and serve a purpose.”

WHAT ARE THE MOST IMPORTANT FACTORS TO CONSIDER WHEN DESIGNING LINGERIE?

There are a lot of factors to consider when designing lingerie. Lingerie must not only look good but fit well and serve a purpose. Before I start sketching, I conceptualize the benefits, execute the functionality and fit, and finally selecting the right fabrication and color to tie into the message we are trying to convey through this look.

FROM SUMPTUOUS SATINS TO FROM BARELY-THERE SHEERS TO DELICATE LACE. HOW DO YOU CHOOSE YOUR FABRICS?

I select fabrics based on the shape/silhouette and functionality of the design. Also, it can be based on the season and trend because the hand-feel and design aesthetic of the fabric is very important as well and can deter any customer if it doesn’t look and feel good against her skin depending on the season. Satin and Galloon laces are two of our most common choices of fabrics to use due to the luxurious look, seasonless appeal and ability to stretch.

“Women should be looking for good quality, excellent design and impeccable fit.”

WHAT SHOULD WOMEN BE LOOKING FOR WHEN BUYING LINGERIE?

Women should be looking for good quality, excellent design and impeccable fit. As women you must ask yourself will this fit? Does this have longevity and how flattering will the design and cut cater to my body?

“Our campaigns are centered around unity and inclusivity, we shoot both sizes and make sure they both look aesthetically pleasing to the eye.”

INCLUSIVITY PLAYS A HUGE ROLE IN OH LÀ LÀ CHÉRI’S BRAND IDENTITY. FROM PRODUCT SIZING TO CAMPAIGN IMAGERY, HOW DO YOU ENSURE THAT YOUR BRAND IS CATERING TO DIFFERENT CONSUMERS?

OH LÀ LÀ CHÉRI caters to all shapes and size when I am designing, I try to think of shapes and cuts that will look flattering on anyone from a size small to a 4X. We never leave our full-figured women out. Any design we do we aim to extend to queensize. We provide our queens with the same sexy cuts but add wider straps for more support or use power mesh for a more contoured look. We’ve applied these elevated features to our Lexi teddy, so our plus girl feels and looks just as sexy and confident as the standard size women. Our campaigns are centered around unity and inclusivity, we shoot both sizes and make sure they both look aesthetically pleasing to the eye.

WHAT IS YOUR FAVORITE RANGE IN THE SS20 COLLECTION?

Desarae. I was inspired by the unique cutouts and strategic use of color. This color combination was my favorite and I feel it help enhance the already elevated design. This style was sexy and slimming while still providing support and comfort.

WHAT IS THE FUTURE FOR LINGERIE AND SWIMWEAR DESIGN?

I feel that sexy lingerie and swim have become more of a layering mechanism that will cause the shapes and design to be less advanced and more simplistic for the customer to better understand and wear effortlessly. Sustainability is becoming a huge trend and shapewear has changed its appeal to the masses to be more of an exposed attractive feature in lingerie. So as lingerie is evolving in a vaster approach OH LÀ LÀ CHÉRI will continue to provide consistency while evolving and staying true to our brand DNA. We will evolve and adapt but in the best way because we are here to stay.