PARIS — As Nomasei opens its West Hollywood pop-up this month, the brand’s strategy—centered on intimate collaborations and limited-edition releases—mirrors a tradition long established in lingerie. The project with journalist Laura Brown, debuting at the Los Angeles space, is a contemporary echo of the partnerships between designers and muses that have shaped intimate apparel for decades. Consider the influential alliances between designers like Coco Chanel and Misia Sert, or the way brands like Agent Provocateur have consistently worked with artists and personalities to craft a distinct, provocative world.
Nomasei’s founders, Marine Braquet and Paule Tenaillon, describe the collaboration with Brown as a spontaneous act among friends, a dynamic familiar to the atelier culture of luxury lingerie houses where trusted relationships yield defining creations. The custom-fitted ethos of their pop-up workshops, where clients personalize bestselling loafers, further parallels the made-to-measure heritage of corsetry and foundational garments.
This foray into Los Angeles, following successful New York residencies, underscores how modern brands build presence not just through stores, but through experiential spaces that foster community—a page taken directly from the playbook of lingerie salons that served as private hubs for clientele. As Nomasei steps onto Robertson Boulevard, it operates within a framework of exclusivity and personal connection that the lingerie world has perfected over a century.
Originally reported by WWD