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The story of swimwear
1884 : CREATION OF RASUREL
Swimwear brand RASUREL is created in France on 30th of July 1884 by two visionary and creative friends, Louis NEYRON and Doctor RASUREL. Together they invent a line of innovative undergarments thanks to Doctor Rasurel's knowledge.
Undershorts, chemises, bodysuits and accessories enjoy unprecedented popularity among French people thanks to a new concept of undergarments for health made from Australian wool and peat fibres from the Netherlands. It's a revolution! Offices and factories are created around Lyon.
After Louis' premature death in 1917, his wife Félicie de Champollon picks up the torch and launches Tangara, the first line of female underwear called Rasurel. Slips, robes, corsets, accessories and half slips seduce the elegant 1920s woman. During this fashion of the roaring twenties, the first bra samples arrive.
1920 : THE BRAND REVOLUTION
Pierre Neyron, Félicie's son, sporty and feminist at heart, joins the Rasurel company.
He will revolutionise the brand with his innovations. With the appearance of new materials like «rayon» and «terylene», he embarks on sportswear. In 1927, he launches the first collection of swimsuits for women, men and children which, with huge publicity efforts, appearances in magazines, words painted on the sides of buildings along holiday routes, is a phenomenal success. The Rasurel house prospers!
1960 : Rasurel bought by Lejaby
After numerous glory years, Louis Neyron's son decides to sell, and in 1966 the house is bought by Charles and Maurice Bugnon, owners of the LEJABY female lingerie brand. They decide to stop the brand's other activities to focus only on swimsuits for men and women. Rasurel and Lejaby share the Rillieux-la-Pape factory, near Lyon. RASUREL goes from the 10th biggest French brand in 1966 to the first in 1979. The 1980s bring fame and success to RASUREL: more than 1.5 million swimsuits and trunks are sold in one collection, and that same year the brand wins the export «Oscar».
2008 : The Palmers group comes into play
In 2008, the Austrian group PALMERS buys the RASUREL swimwear brand and successfully takes on the challenge of continuity. Throughout its history, RASUREL has developed incomparable technical and design know-how. Swimsuits in shimmering prints, contrasting graphics, dark and vivid colours, cut-outs, jewellery and accessories, finishes and details, all bring excellence, elegance, well-being and comfort.
2017 : VALERIE DELAFOSSE BECOMES ARTISTIC DIRECTOR OF SWIMWEAR AT MAISONLEJABY
In 2016 LEJABY becomes MAISONLEJABY after a communication and branding overhaul, and calls on a new Artistic Director, Valérie Delafosse, to come up with a collection of swimwear and beachwear for summer 2018.
Starting as Artistic Director of swimwear, beachwear, lingerie, homewear and accessories in Paris for 7 years at luxury brand Eres, Valérie Delafosse's daily obsession is the female body, finding the perfect curves and lines in the architecture of a back, in the design of a shoulder and in the dip of a waist. She starts with the art of the body and corsetry, enhancing them with a contemporary restyle, for women looking for both support and freedom. Her experience at Chloé and Princesse Tam-Tam, where she was Artistic Director betwen 2002 and 2007 and co-founder of the brand, makes her deserving of endless acclaim in this world.
An expert in her field, Valérie Delafosse is able to treat swimwear and lingerie as proper items of clothing weighing just a few grams. Scale modelling and fittings are therefore done to the nearest millimetre. «I work in a surgical way,» Valérie Delafosse likes to say, paying close attention to sculpting the body to make it more beautiful, without artifice, in the name of timeless beauty.
TODAY: A MODERN WARDROBE, BETWEEN ESCAPE AND SENSUALITY
Beyond the individual elegance of each piece, MAISONLEJABY swimwear provides «diverse femininity» to the women of today. This swimwear is designed with respect for the body and with a perfect understanding of women to best mould to the curves of the figure. So that every woman, whether on a sandy beach or in a town, feels beautiful and good in her swimsuit, MAISONLEJABY offers a collection that's both fun and comforting, with structured, timeless one-pieces as well as more playful and joyful pieces.
To best follow today's fashion and different shapes, the collection explores a multitude of styles: soft or underwired, push-up or non-padded, plunging or higher cuts, padded triangular cups, classic bustiers, on one shoulder or halternecks... A meticulous creation down to the finest detail.
MAISONLEJABY's aim is to redefine a silhouette, to resculpt the body according to different shapes while keeping the house's particular knowledge. As part of this renaissance, MAISONLEJABY is using «Emana» for the first time, a more comfortable material with a high Lycra content to perfectly mould to the shape of the body. It considerably improves blood flow and skin quality - firmness, elasticity and softness.
The lines designed in France are pioneering. Their second-skin effect offers total freedom, thanks to moulded cups and streamlined, seamless edges. The shapes are an homage to the supermodels of the 1980s and 90s - Cindy Crawford, Claudia Schiffer, Naomi Campbell. An ode to budding femininity, luscious and sensual.
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