For over half a century, Aubade has embodied the « French art of love ». Elegance and seduction punctuate the brand’s sublime collections throughout the seasons, with an unmissable annual event: the release of the new Aubade calendar.
Glamuse takes a look at the success of a promotional and artistic gift that has become a cult item.
📸 Cover photo: Aubade « Queen of Shadow
Aubade and the behind-the-scenes story behind a hugely successful calendar
Every year as the festive season approaches, 12 new monochrome photos of women with sensual curves are brought together in a unique calendar. Each month features a new adventure, a new emotion and a new line. A beautiful way to keep lingerie lovers wanting more, year after year. The latest iconic Aubade lingerie collections are unveiled throughout the calendar.
And like every year, the 2024 edition is truly breath taking…
The new Aubade calendar has arrived with more surprises…
From « Leçons de Séduction » to the calendar
Since its creation in 1958, Aubade has been revolutionising the world of lingerie. From girdles and corsets to the very first strapless bras, its expertise is undeniable. But it was in the early 1990s that Aubade pulled off a real tour de force. Thanks to the support of Ann-Charlotte Pasquier, daughter of the brand’s founder, the contours of a brand new DNA took shape around a single desire: to change the image lingerie had conveyed until then.
To this end, in 1992, an advertising campaign was devised by Eric Flimon of the Colette&Flimon agency, still unknown at the time.
It turned out to be a stroke of genius: the famous Aubade « Leçons de Séduction » (Seduction lessons) were born.
Offhand wordplay and innovative graphic codes: a perfect combination for an explosive result… Displayed in 4×3 posters in the public space and in the media, the « Leçons de Séduction » seduced both men and women with their boldness and creativity. Breaking with the aesthetic and expressive codes of the time, the campaign made a lasting impression.
Antoine de Caunes (a famous french TV host and director) said:
« I’ve had two scooter accidents in my life. One was while listening to a Guy Carlier column and the other was when I came across an Aubade advert on a street corner. »
1998 and the arrival of the calendar
Buoyed by the success of its « Leçons de Séduction », Aubade took a gamble that proved to be a wise one. Six years after the launch of its flagship advertising campaign, the brand published its very first calendar: a charming collection of 12 of its most beautiful advertising posters.
This ingenious format, which showcases its latest collections, lends itself perfectly to its ambitious plans: becoming THE must-have French lingerie brand by inviting itself directly into the intimacy of the home.
2024 edition: sensuality through the months
Gifted* on Glamuse and eagerly awaited at the end of each year in the run-up to Christmas, this is deliberately produced in a limited edition to create a rare effect. This artistic promotional item quickly became a cult item. Even today, collectors from all over the world are snapping it up at gold prices on online auction sites.
By perpetuating the tradition of the Aubade calendar, the brand is asserting its iconic status.
Do you speak Aubade?
There’s life after the lessons… Aubade evolves with the times. In 2017 (25 years and 183 « Leçons de Séduction » later), the French lingerie house is renewing its communication around a unifying slogan: « Parlez vous Aubade? (Do you speak Aubade?)
It’s a new approach that carries on the tradition, while emphasising the seductive power of women.
Once again this year, the Aubade woman plays her own role. A production that flirts with art. The body as a blank canvas giving way to all forms of expression. The latest Fall/Winter collections bear witness to this.
MORE GORGEOUS AUBADE LINGERIE►
If the « Leçons de Séduction » and the Aubade calendar have left a lasting impression on the collective memory, it’s thanks to the originality of the concept. Between refined creations of crazy elegance and successive strokes of genius to bring them to light, the French lingerie House has not finished surprising and seducing us..
To treat yourself, discover the latest collections from the top brands and glamorous inspirations in the Christmas selection from Glamuse, Europe’s number 1 online lingerie shop for branded lingerie.
* See conditions on the Aubade page
