PARIS — In the late Sixties, when Sonia Rykiel urged women to stop wearing bras under her tight “poor boy” sweaters, she caused a minor sensation.
But that was then. Now the designer thinks it’s equally scandalous to wear — and show a little — lingerie.
That’s the thinking behind the French designer’s first complete underwear collection, produced in license with France’s Scandale. It will officially be launched in January at the Salon International de la Lingerie here.
“The idea was to create lingerie that was very sophisticated, very comfortable — because that’s very important to the Rykiel customer — and make it cheeky and very sexy,” explained Nathalie Rykiel, the designer’s daughter, who oversees the line.
Nathalie said the impulse to branch into lingerie struck two years ago when the house opened the Rykiel Woman store in Saint Germain here. The store had a luxury theme, carrying cashmere sweaters, velour jogging suits, fur coats and lingerie that were all exclusive to the location.
“The lingerie was almost like couture,” she said. “But we couldn’t keep up with the demand. It became a part of our universe and we wanted to go further.”
The new lingerie line is being introduced in European wholesale accounts and Rykiel stores around the world starting early next year.
Plans for wider distribution are being considered. Retail prices range from 145 euros, or about $190, for a micro fiber bra and panty set, to 240 euros, or about $315, for a lace bodysuit. Conversions are at current exchange rates.
“When mother started, it was shocking not to wear lingerie,” said Nathalie Rykiel. “It represented freedom. But today’s femininity is different. A woman can show off a little lingerie under her clothes. It’s another way for women to be free.”