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Is Fleur du Mal<\/b> setting its sights on the clientele of Lululemon, Sporty & Rich, and Juicy Couture?<\/p>\n
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That\u2019s certainly what its latest \u201cFleur du Sport Activewear\u201d capsule<\/b> suggests\u2014the first of its kind dedicated to indoor sports<\/b>. It\u2019s a way for the American brand founded by Jennifer Zuccarini in 2012<\/b> to embrace, after the femme fatale, an even more contemporary beauty ideal: that of the Pilates girl<\/b>.<\/p>\n
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In other words, this first sports capsule aims to combine performance and sensuality<\/b>, thereby broadening the luxury brand\u2019s target audience without compromising its identity<\/b>.<\/p>\n
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Fleur du Mal was best known for its lingerie pieces, which were as provocative as they were sexy<\/b>, but far less so for its ready-to-wear collections<\/b>\u2014a diversification the brand had, however, been pursuing since 2017.<\/p>\nA range of luxury sportswear<\/h2>\n
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Unveiled in mid-April, the \u201cFleur du Sport Activewear\u201d capsule collection was designed to follow movements perfectly<\/b> while combining high-performance innovation with the aesthetic<\/b> characteristic of Fleur du Mal.<\/p>\n
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As the brand notes on its e-commerce site, comfort doesn\u2019t mean compromising on style, even as the brand has built a solid reputation for shapewear<\/b>, using high-end fabrics, such as French Leavers lace and shimmering silks<\/b> to craft sets, nightgowns, and pajamas.<\/p>\n
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The brand champions lingerie designed to be much more than a mere functional or seductive tool<\/b> : a means of self-expression, rebellion, and creativity.<\/b><\/p>\n
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The capsule collection follows the same philosophy with \u201cshaping leggings that hug and support your curves where it counts<\/b>\u201d and \u201cimpeccably designed activewear<\/b> that highlights natural curves<\/b>.\u201d The goal is clearly to \u201cenhance both your workout and your self-confidence<\/b>\u201d for its customers.<\/p>\n
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To deliver on its promises, the brand has eliminated spandex from its sculpting leggings, opting instead for \u201chigh-end compression fabrics<\/b> that lift and support where it counts.\u201d<\/p>\n
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Fleur du mal hasn\u2019t forgotten its regular clientele and even offers, with certain pieces, a way to bring \u201ca boudoir style to the barre<\/b>.\u201d Lace, the brand\u2019s true signature<\/b>, is featured on certain leggings styles<\/b>, creating a \u201csophisticated interplay of transparency.\u201d The brand even offers bright red or leopard-print leggings to customers looking to turn up the heat on certain days.<\/p>\n
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The urban versatility of the pieces<\/b> has also been designed to meet new lifestyle needs. Thus, \u201cthe black leggings offer a seamless, second-skin fit that transitions effortlessly from a HIIT session to brunch in a silk blouse.\u201d<\/p>\n
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The other innovation<\/b> lies in its luxury sports bras<\/b>, designed to adapt to all levels of intensity<\/b>. Its molded sports bra offers structural integrity and a smooth finish that eliminates the flattening effect of compression.<\/p>\n
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Fleur du Sport features lace leggings, sweatpants, and stretch lace bras<\/b>, with prices ranging from $98 for the recovery T-shirt to $395 for the sweatshirt.<\/p>\n
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In short, the collection offershigh-performance athletic wear suited to all body types<\/b> and ensuring optimal comfort, as the garments areboth breathable and moisture-wicking.<\/b><\/p>\n
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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\u2014two in New York, as well as locations in Los Angeles and Williamsburg.<\/p>\n
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