The American luxury lingerie brand is jumping on the athleisure bandwagon with its first capsule collection, titled “Fleur du Sport Activewear.” Could this be the start of a sportswear line?
Is Fleur du Mal setting its sights on the clientele of Lululemon, Sporty & Rich, and Juicy Couture?
That’s certainly what its latest “Fleur du Sport Activewear” capsule suggests—the first of its kind dedicated to indoor sports. It’s a way for the American brand founded by Jennifer Zuccarini in 2012 to embrace, after the femme fatale, an even more contemporary beauty ideal: that of the Pilates girl.
In other words, this first sports capsule aims to combine performance and sensuality, thereby broadening the luxury brand’s target audience without compromising its identity.
Fleur du Mal was best known for its lingerie pieces, which were as provocative as they were sexy, but far less so for its ready-to-wear collections—a diversification the brand had, however, been pursuing since 2017.
A range of luxury sportswear
Unveiled in mid-April, the “Fleur du Sport Activewear” capsule collection was designed to follow movements perfectly while combining high-performance innovation with the aesthetic characteristic of Fleur du Mal.
As the brand notes on its e-commerce site, comfort doesn’t mean compromising on style, even as the brand has built a solid reputation for shapewear, using high-end fabrics, such as French Leavers lace and shimmering silks to craft sets, nightgowns, and pajamas.
The brand champions lingerie designed to be much more than a mere functional or seductive tool : a means of self-expression, rebellion, and creativity.
The capsule collection follows the same philosophy with “shaping leggings that hug and support your curves where it counts” and “impeccably designed activewear that highlights natural curves.” The goal is clearly to “enhance both your workout and your self-confidence” for its customers.
To deliver on its promises, the brand has eliminated spandex from its sculpting leggings, opting instead for “high-end compression fabrics that lift and support where it counts.”
Fleur du mal hasn’t forgotten its regular clientele and even offers, with certain pieces, a way to bring “a boudoir style to the barre.” Lace, the brand’s true signature, is featured on certain leggings styles, creating a “sophisticated interplay of transparency.” The brand even offers bright red or leopard-print leggings to customers looking to turn up the heat on certain days.
The urban versatility of the pieces has also been designed to meet new lifestyle needs. Thus, “the black leggings offer a seamless, second-skin fit that transitions effortlessly from a HIIT session to brunch in a silk blouse.”
The other innovation lies in its luxury sports bras, designed to adapt to all levels of intensity. Its molded sports bra offers structural integrity and a smooth finish that eliminates the flattening effect of compression.
Fleur du Sport features lace leggings, sweatpants, and stretch lace bras, with prices ranging from $98 for the recovery T-shirt to $395 for the sweatshirt.
In short, the collection offershigh-performance athletic wear suited to all body types and ensuring optimal comfort, as the garments areboth breathable and moisture-wicking.
Active in the lingerie, ready-to-wear, and loungewear segments, Fleur du Mal operates, in addition to an e-commerce site, four physical stores in the United States—two in New York, as well as locations in Los Angeles and Williamsburg.
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Featured photo: Fleur du Mal
