Aubade, the French lingerie brand owned by the Swiss group Calida, has announced its second ever creative collaboration after launching its first with design duo Viktor & Rolf this year. For the next autumn / winter season, Aubade will collaborate with Chinese artist Hong Wai, a specialist in Chinese ink illustrations and works to feminise this traditional discipline, notably by choosing women’s bodies and undergarments as her subject as opposed to landscapes. Hong Wai is based in Paris where she was spotted by the Aubade team when she exhibited her art depicting the female form. The Hong Wai for Aubade line will launch in September 2020 and will be presented to buyers at the Salon International de la Lingerie trade show in Paris in mid-January. As the creative highlight of the brand’s autumn/ winter 2020/ 21 season, the collaborative collection will be at the centre of a comprehensive marketing campaign with special showcases, in-store merchandising, and exclusively designed labels and packaging, The brand began 2019 with 3.4% growth in the first half of the year. France remains the brand’s largest market thanks to its flagship stores in the country and it has also seen growth in the German, British, and Swiss markets as its strategy remains focused on Europe.
