History

1970



The 1970’s were synonymous with new conquests for women’s rights. The film Emmanuelle symbolized the wave of erotic movies. A new generation of designers was confirmed. Pants were accepted and panties abandoned. T-shirts hit their stride by being worn alternatively under or over. Underwear revealed the body even more : low-waisted panties, preformed, transparent, even absent bra cups. Ten years after creating “Soleil”, the pared down model “Petale”  with no lace, became Simone Pérèle’s second best seller and the company launched “Papillon” among the first lingerie sets in the market. Lou’s famous Filet and V met the needs of women who wanted freedom. Chantelle signed their first molded bra revealing a perfectly held-in-place, natural bust. The model Fête became another company best-seller. Lejaby followed the Women’s Lib movement : the company’s Liberty line was a true revolution, since it had no underwire and came in six acidic colors. Aubade launched the first backless bra, and followed with creations which let women tease men : the Agrafe Cœur, the Tanga. The House of Dior gave Gerbe the exclusivity to manufacture its pantyhose and stockings.
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Media gallery

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  • Vintage picture Princesse tam.tam