Aubade 2027: Calida's Core Bet, New Lines and Falling Sales

Aubade 2027 is a story told mostly in Swiss francs. The Paris lingerie brand, launched in 1958 and owned by the Swiss bodywear group Calida, reported falling sales in the first half of 2026 at the same moment its parent sold another brand to put more money behind it. On the shop floor, meanwhile, the new collections stay close to the embroidered, push-up seduction the label is known for. This is what was reported and published between July and October 2026.

Twenty-six point seven million francs

Calida published its first-half figures on 24 July 2026. The Swiss news agency Keystone-SDA reported that Aubade's sales fell 7.8% to 26.7 million Swiss francs. The group as a whole dropped 7.9% to 93.7 million francs, or 5.9% at constant currency, and swung to a net loss of 0.6 million francs from a profit of 0.9 million a year earlier.

Calida's own reading of Aubade was more hopeful than the number: it said the brand's positions in the premium segment had been expanded on purpose during those six months. On the earnings call, as summarized by Yahoo Finance, management pointed to lower retail and outlet sales and singled out France as difficult, which matters for a brand whose home country is also its main stage.

Calida keeps two brands, not three

The same week, Calida closed the sale of Cosabella, the lingerie label it bought in 2022, to Crown Brands Group of New York. Cosabella's half-year sales had fallen about 37% to 4.3 million francs, under 5% of the group. Chief executive Thomas Stoecklin said the sale reinforced the group's focus on "the strategic development of its core brands, Calida and Aubade," and the company said it expected both to contribute more to operating results in 2026.

In late September 2026 Calida went further. It raised its payout target to 40% to 60% of adjusted earnings, approved a buyback of up to 2% of its shares, and said it would keep investing heavily in the organic growth of Calida and Aubade: brand modernization, collection development, better points of sale and customer experience. Read plainly, Aubade is now half of what the group is for. Its numbers will be watched more closely in 2027 than at any time since Calida bought it.

What the brand is selling this autumn

The new arrivals on aubade.com in October 2026 are four lines, among them Eloge du Desir, Midnight Opera and a briefs range called Hidden Treasure. The first two show the house style clearly.

Eloge du Desir

The brand sums it up as "Baroque radiance, reimagined." The line uses French embroidery in two colors, Deep Berry and Misty Blush, across half-cup, triangle, single-wire triangle and push-up bras, with tangas, Brazilian, Italian and cheeky briefs, bodysuits and suspender belts.

Midnight Opera

Midnight Opera runs in Secret Purple and Persian Blue, a jewel-toned pair that avoids the obvious black and red of evening lingerie. Beyond half cups, underwired triangles and molded push-ups, it includes corsets and waist cinchers, so the shapewear side of the brand gets a fashion line rather than a beige basic.

Hot Motion with Luz

Aubade's athleisure comes through a partner. Hot Motion is a capsule with Luz Collections, the French label Claire and Alix Mougenot founded in 2011. It borrows Aubade signatures, from lacing and back bands to cut-outs, sheer panels and very high-cut legs, and puts them on bras, bodysuits, leggings, cycling shorts and a zipped vest in black and an animal print called Amber Jungle. The site gives no launch date.

The calendar habit

The brand also sells an Aubade Calendar 2026, pitched as a collector's object with a new image each month. It is a small product, but it says where Aubade puts its money: in pictures of seduction rather than in technical claims about fit.

Aubade 2027: what is on record

Aubade says it was the first lingerie brand to make bras and briefs in matching colors, and its history is on our Aubade brand page. For 2027, nothing about a new line or designer had been announced in the sources we checked by mid-October 2026. What is on record is a brand losing sales in a hard French market while its owner bets the group on it.

Last updated October 28, 2026