Aubade – n. a morning love song.
One of Aubade’s claims to fame is that they started marketing lingerie as an item of pleasure, at a time when underwear was seen as functional. That was the 1960s, though Aubade’s history goes back much further than that, and since then the idea of lingerie for pleasure’s sake has become so ingrained we wouldn’t even question it. For Aubade the concept is also deeply tied to the brand’s birthplace: France. Whatever it is about the French way that so seduces and romances the rest of the world, we may not have a singular adjective to describe it, but it’s wound up in every fibre of every top tier French lingerie brand. It’s a kind of seductiveness that’s as effortless as it is glamorous.
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by Tania Braukämper via Fashionising.com