The French are so well-known for his or her “Joie de Vivre” that the expression has slipped into the Anglo-Saxon lexicon as a celebration of fine style utilized to the quotidian life type. Everyone has their very own interpretation of what “Joie de Vivre” is, and we run the chance of being controversial when discussing lingerie.
Mireille Guiliano (the French-American creator together with her share of controversy) stated “French ladies don't have too many garments – a number of good items that final for some time and are traditional and timeless.” French ladies, as a ridiculous generalization, appear to treat garments with a much more utilitarian eye than American ladies. Garments needs to be as elegant as they’re practical exactly as a result of they are going to be worn with out regard for his or her specialness.
In relation to lingerie, we aren’t shy about expressing our personal opinions on the matter. “Lingerie” and “sous-vêtement” are much more synonymous in French than “lingerie” and “underwear” are in English. There isn’t a covert division retailer part at “Galeries Lafayette” or “Au Printemps” to get pleasure from a number of lingerie. Carrying lingerie in France falls into that day by day manifestation of “Joie de Vivre”. Why ought to nice lingerie be worn guiltily solely on distinctive events, in a lot the identical approach that why ought to one solely drink high quality Champagne every year and solely eat gastronomic meals when the temper takes you? Why mortgage one's life to solely benefit from the most interesting pleasures on an rare and erratic foundation?
The suggestion that lingerie is to be loved day by day, moderately than as a hedonistic fling, might should do with the origins of the phrase. “Linge” or laundry got here into the French language within the 12th Century, derived from the Latin ” lineus “. “Linge” comes from the phrase for linen cloth, a fabric with a strictly utilitarian perform. From there comes the phrase “lingerie” meaning something considerably associated to laundry, together with a laundry closet in a grand house and the manufacture of cloth objects. You see how the phrase in French is absolutely moderately unglamorous, nearly pedestrian, undoubtedly quotidian?
So we suggest a marketing campaign, a revolution within the custom of Bastille Day. Let's take silk lingerie out of its ivory tower and make it obtainable to the individuals. Democratize it, so to talk. Lingerie that’s traditional and timeless by no means goes out of vogue. Let's make it a day by day necessity, moderately than a naughty indulgence.
We’ve got simply the clothes that may carry again some “Joie de Vivre”.