savoir-faire
LES BODYS
FRANCAIS
maison 123 x flair
Par May Berthelot
Maison 123
WINTER 2024
FRENCH BODYSUITS
BY may berthelot
Over the last few years, the French ready-to-wear landscape has lost many houses, brands and factories, taking with them precious, often irretrievable know-how.
One by one, all these stores are closing, the ones that marked my childhood when I accompanied my mother shopping and the ones where I spent my pocket money after taking the metro with my girlfriends for the first time, unsupervised.
At the same time, the world’s economic and environmental situation has taken a serious turn for the worse. At a time when we’ve never been so aware of the issue, ultra-fast-fashion brands remain the first choice. I’ve never been an extremist about anything, because I tend to think that small collective efforts are worth much more than a single isolated one. Today, I think it’s important to value French houses and to balance our purchases by supporting them more.
FRENCH BODYSUITS: MAISON 123 X FLAIR
In the course of my renovation activities and, more generally, in my profession, I’ve been able to observe the extent to which our way of consuming has changed, often for the worse: we want everything, quickly and cheaply, without always thinking about what we’re sacrificing for it. To drastically reduce a price while still being profitable means accepting to undervalue those who work to create these pieces.
A little over a year ago, the Maison 123 teams contacted me to help them with their communications, and I said yes for all the reasons mentioned above. Accompanying a French brand, which had marked my childhood, in its transition, with new positions, collaborations and a renewed brand image: it was an obvious choice. Change takes time and can’t be achieved in a snap, but the road ahead looks bright.
FRENCH BODYSUITS: MAISON 123 X FLAIR
In Troyes, Maison 123 has chosen French bodysuit manufacturer Flair Bodysuits to create a capsule collection. The historic birthplace of hosiery, Troyes is home to craftsmen with exceptional know-how. These days, we often only have the final or transformed versions of everything: clothes, food, etc. It’s incredible to think that we’ve been able to produce these products for so long. It’s incredible to think that tomorrow, if we were isolated and this know-how lost, we wouldn’t know how to make clothes anymore. From prototyping to the creation of the final patterns, a real mastery is revealed: the ability to make second-skin bodysuits with perfect cuts. No more messy bodysuits! Fabric cutting, hand or machine sewing, packaging: hours of work by exceptional French craftsmen.
FRENCH BODYSUITS: MAISON 123 X FLAIR
The result? Two ultra-feminine black bodysuits, both elegant and sexy. Above all, they’re two timeless wardrobe pieces that are a pleasure to wear under pants or a skirt, whatever the season. We’ll love them for years to come, proud to wear made in
France. In conclusion, a wonderful encounter between a confidential French manufacturer of top-of-the-range bodysuits and the emblematic French brand engaged in a promising transition: Maison 123.
