Simone Pérèle

The Master Corset Maker Who Embraced the Natural Shape

A Revolutionary Philosophy (1948)

In post-war Paris, the prevailing fashion demanded that women's bodies conform to rigid silhouettes. Christian Dior's "New Look" of 1947 had reintroduced nipped waists and structured busts, requiring foundation garments that shaped women into an idealized form. Into this world stepped Simone Perele, a master corset maker with a radical idea: lingerie should embrace a woman's natural shape, not fight against it.

Founded in 1948, the brand was built on Perele's deep understanding of the female form. As a trained corsetiere, she knew anatomy, fabric behavior, and construction techniques at an expert level. But rather than using this knowledge to constrain, she used it to support and celebrate the body as it naturally was.

The Telephone Innovation

Simone Perele was not only a design innovator but a marketing pioneer. In the 1960s, she became one of the first lingerie brands to advertise via telephone — an unusual and forward-thinking approach for the intimate apparel industry. Women could call a dedicated number to learn about new collections and receive personalized sizing advice.

This innovation reflected Perele's understanding that lingerie shopping was, for many women, an intimate and sometimes intimidating experience. The telephone offered privacy and personalization that the department store fitting room could not always provide.

Craftsmanship and Innovation

Simone Perele pioneered several techniques that are now industry standards:

• Floating underwire: A construction method that encases the underwire in fabric rather than rigid channels, allowing it to move with the body
• Graduated padding: Subtle, anatomically shaped padding that enhances without distorting
• Stretch lace integration: Combining rigid Leavers lace with stretch fabrics for comfort without sacrificing beauty

The brand's "Andora" bra — a comfortable, lace-covered full-cup style — became one of the best-selling bras in French lingerie history. Its success demonstrated that Perele's philosophy of natural support resonated deeply with women.

Global Expansion

From its Parisian base, Simone Perele expanded methodically into international markets. The brand is now available in over 80 countries, with particularly strong followings in Australia (where French lingerie has cult status), the United States, and throughout Europe.

The company has remained family-influenced, maintaining the founder's philosophy across generations. Each collection balances French romanticism with ergonomic precision — a duality that defines the brand.

The Natural Shape Philosophy Today

Simone Perele's founding philosophy — that lingerie should work with the body rather than against it — proved prescient. As the industry has moved toward comfort, wireless designs, and body acceptance, Perele's vision looks less like a commercial position and more like a prophecy.

The brand that began as one woman's conviction that natural beauty was worthy of celebration now represents a lineage of French craftsmanship spanning over 75 years. In a world increasingly obsessed with authenticity, Simone Perele has been authentic from the start.