PARIS — French lingerie label Yoba is turning heads — and probably raising the occasional eyebrow — with a seductive collection that leaves little to the imagination.
“There is a return toward sexy and playful lingerie,” said Elodie Bruno, head of product and artistic development at the Paris-based firm. “Women are no longer afraid to purchase sexy lingerie.”
With cutout cups that merely encircle the breasts, balconette bras that lift and bare the bosom and little lace numbers with tiny slits revealing the nipples, the label takes sexy looks to the edge in its first Paris boutique and showroom, both of which bowed last year.
But eager to juxtapose raciness with refinement, Yoba chose a quaint courtyard off the chic Rue du Marché Saint Honoré, allowing clients to browse in private.
“The location was ideal,” Bruno said. “It’s a very sexy brand that caters to an upscale clientele.”
The store’s pink interior, private fitting rooms and quiet lounge music are meant to put shoppers at ease.
Still, many of the items on display are not for the bashful.
“We provide lingerie, as well as sensual accessories to accompany it,” said Bruno, presenting a pair of silk handcuffs as well as a feather “tease.”
In order to expand its customer base, Yoba recently took over a corner at the Printemps department store. To ensure customers won’t shy away, a trained sales associate advises shoppers on their purchases. The line also is available at Henri Bendel in New York.
“One of the keys to selling a sensual lingerie line in chic department stores is salespeople who can answer questions and give advice,” said Bruno.
Accordingly, the boutique offers a cocktail hour every Thursday evening where women talk freely about relationships and lingerie.
In the three years since the label’s launch, sales have continued to grow. In 2004, revenues reached $1.2 million and are expected to triple in 2005. Prices for the collection range between $97 and $220 at retail.
Yoba doesn’t want to tame its creations in search of bigger volume. To wit: The upcoming winter collection includes transparent silk wrap tops and chocolate-colored corsets with light pink detailing. In September, the firm also plans to launch a jewelry collection and an intimate cosmetics line featuring massage oils, scented candles and body sprays.