IN THE RUBRIC "NEW BRAND" we introduce young designers and tell you where and why you should buy their clothes.
Le Journal Intime
DATE OF FOUNDATION: 2015
WHERE TO BUY: Leform, Aizel, lejournalintime.com
PRICE: a set 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 bodysuit - 15 thousand rubles.
Some five years ago, there were very few worthy Russian brands of lingerie, but now there is plenty to choose from: Irma and Lovegoods are suitable for those who prefer a fashionable base, and Corporelle and Naked letters are for lovers of delicate lace and transparent inserts. Le Journal Intime, invented by sisters Natalia Voynich and Tatyana Valentovich, is another underwear brand that I want to highlight among others. For a long time, the creators were engaged in the production and sale of postoperative underwear at the Native company, which has been operating for about twenty years, and then decided to found a brand with models for everyone.
“The effect of our underwear was so obvious that customers wanted to wear it all the time. Doctors often asked us if we thought about making linen for every day. And we realized that it makes sense to adapt it to everyday life,”say Natalia and Tatiana. So the current brand grew out of the developments that appeared over the years of creating compression models: “Lingerie should be comfortable, therefore, breast support is carried out without bones 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 more and more models of this kind, like, say, "strict office clothes" are worn just like that, forgetting about their original function. Until recently, "shapewear" was designed to dazzle an ideal figure by glossy standards and remove "problem" areas. Today, lingerie items are becoming elements of everyday clothing, as pajamas once became - remember any Yeezy collection. The creators themselves call “Parisian chic” the main source of inspiration, and also regularly visit lingerie exhibitions in France.
There were a lot of difficulties with the brand: “At the beginning, not all stores understood our policy - in Russia, after all, the idea of underwear is closely related to push-ups, underwire, and so on. At the same time, it turned out that our women are not ready to spend a lot of money on the purchase of lingerie”. Now the main hit of the brand is the Monroe collection, models made of translucent materials, comfortable to wear. In addition to the kits in retro style, the brand has shorts, combinations and skirts.
A set made in Moscow costs up to ten thousand rubles, a bodysuit - eight to nine thousand. French collections are more expensive, on average up to twenty thousand, bodysuits - fifteen. The women attribute the price to the high cost of materials and production costs, but they plan to find a compromise option in the future. The creators also want to expand the standard line: “We have clients with larger sizes, but due to the elasticity reserve, it happens that the lingerie fits the sizes larger than those indicated. For now, we are planning to create bras for large breasts with wide comfortable straps, but bodysuits and dresses can be ordered according to individual measurements right now."