Chantelle 2027: 150 Years, Swimwear and the Archive Campaign

Chantelle 2027 starts from a birthday. The Paris lingerie house, founded in 1876 and still owned by the Kretz family, spent 2026 marking its 150th year, and most of what it put in front of customers this year was tied to that date: an archive-led photo campaign, a swimwear line, fitting events in American department stores and a promise of limited-edition anniversary pieces. This page covers what the company and the press reported between March and October 2026. It does not guess at what comes next.

A campaign cut by decade

In March 2026 the UK trade site Retail Times reported the launch of a "150 years of women" photoshoot. The idea is simple and a little risky for a corsetry brand: each decade since 1876 gets its own picture, reinterpreted with what the brand called "archival inspiration with fashion and attitude." The same report said the Spring/Summer 2026 collections were going into stores and online, and that limited-edition anniversary pieces would be unveiled later in the year.

The British angle mattered. Chantelle used the anniversary to mark 40 years of selling through John Lewis, and Retail Times listed Selfridges, Harrods and independent shops as its other UK doors. For a brand that lives on fitting-room sales rather than its own runway, the department store is the real showroom.

Where the archive comes from

The history behind the campaign is longer than most of its rivals'. François Auguste Gamichon started the business in 1876 making elastic knits. His nephew Maurice Kretz moved into elastic corsets in 1902, Claude Kretz introduced girdles and the Chantelle name in 1949, and the first bra plant opened in Epernay, in Champagne, in 1962. The full story is on our Chantelle brand page.

Swimwear for the anniversary summer

Grazia France gave the brand's summer 2026 swim collection a full feature in May 2026, framing it as part of the 150th celebrations. The one-pieces were described as clean-lined, with worked necklines and cuts meant to sculpt the body, which is corsetry thinking moved to the beach. The bikinis went the other way: eyelets, a textured waffle surface and draping that Grazia tied to 1990s glamour.

The palette split in two. Black, off-white and navy covered the basics; terracotta, chocolate brown and warm sunset shades carried the season. Brown is worth watching across French houses this year. Simone Perele's Fall-Winter 2026 lingerie, for example, also runs in Dark Brown and Coco Brown, so Chantelle is not alone in pushing brown beyond nude.

Rose Champagne in Sarasota

In the United States the anniversary was sold one fitting at a time. A June 2026 report from the Florida TV station WWSB announced a Saturday 27 June fitting day at Dillard's in Sarasota's University Town Center, with Chantelle fit specialists giving free one-on-one bra fittings. The store offered anniversary products and special pricing, and similar events ran at Dillard's stores across the country on the same day.

The bra at the center was the C Magnifique 1891, in Rose Champagne, a color made exclusively for Dillard's. The fitters checked band, cup, underwire and straps, the four points any good fitting covers. A retailer-exclusive color is an old wholesale tool. It gives the store something no competitor can stock and gives the brand a reason to put its own people on the floor.

Six labels under one studio

Chantelle Group now presents itself as a family-run Parisian lingerie company and design studio with six brands: Chantelle, Chantelle X, Chantelle EasyFeel, Chantelle Pulp, Femilet and Chantelle Lab. Its UK site gives each a short brief. The main line is about expertise and fit. EasyFeel is sold on softness and comfort, Pulp as bold and joyful, and Chantelle X as the creative, disruptive one. On its American site the core bra range runs from cup A to J.

That spread explains why the anniversary did not produce one hero product. The group sells comfort basics, fashion lines and fit-led underwire bras to very different customers, and 2026 gave each of them a reason to hear the date 1876.

What Chantelle 2027 has announced so far

By mid-October 2026 the sources we checked showed no Spring/Summer 2027 presentation and no named 2027 line. The open item on the calendar is the limited-edition anniversary collection that Retail Times said would arrive later in 2026. What is on record is a house using its age as its sales argument: a decade-by-decade campaign in Britain, a sculpted swim line in France and a fitting day in American department stores, all in the same year.

Last updated October 28, 2026