Fleur du Mal lingerie, known for its satin and French lace bras, has gained popularity as outerwear among celebrities such as Anne Hathaway, Sienna Miller, and Kendall Jenner. The brand, founded in 2012 by CEO Jennifer Zuccarini, is known for its sexy and boudoir-inspired garments, including slip dresses and bodysuits, as well as loungewear. Despite the challenges of staying relevant in the fast-paced fashion industry, Zuccarini has successfully created a brand that offers a full emotional experience to its customers.
Zuccarini emphasizes the importance of creating a strong emotional connection with the brand, which includes being active on social media platforms like Instagram and constantly creating engaging content. The company’s headquarters in Nolita serves as a live advertisement for the brand, with employees often wearing Fleur du Mal designs. Zuccarini’s vision for the brand is to offer a unique and immersive experience that goes beyond just selling products.
Even as a smaller brand, Fleur du Mal has received significant attention through celebrity endorsements. Stars like Beyoncé, Kendall Jenner, and Anne Hathaway have been spotted wearing Fleur du Mal on various occasions. These moments are invaluable for the brand, as they do not have a budget for traditional celebrity endorsements or fashion ads. Zuccarini acknowledges the challenges of competing in a market dominated by larger brands and the need to constantly create compelling content to maintain a strong presence.
The brand’s emphasis on creating engaging content extends beyond social media, with initiatives like panels on sexual wellness and newsletters that align with the interests of the Fleur woman. Zuccarini’s background in fashion and experience working for companies like Victoria’s Secret has helped shape her approach to building a successful business in the city. While Zuccarini initially prioritized local manufacturing, the challenges of producing in New York City led to a shift in manufacturing locations.
Despite the difficulties of manufacturing in New York City, Zuccarini remains optimistic about the city’s ability to adapt and thrive. She acknowledges the talent and vibrancy of the city and believes that New Yorkers have the resilience to overcome challenges. However, she also raises concerns about the economic feasibility of manufacturing in the city and the need to balance cost and quality. Despite these challenges, Zuccarini is committed to maintaining the brand’s standards while navigating the evolving landscape of the fashion industry.
