In the world of intimate apparel and body care, few brands have captured the sun-drenched sensuality of Rio's beaches quite like Sol de Janeiro. But this week, the L'Occitane Group announced a changing of the guard: co-founder Heela Yang is stepping down as CEO, handing the reins to Jordan Saxemard, the brand's former chief marketing and digital officer. For those of us who study the history of lingerie and body aesthetics, this transition speaks to a larger narrative - the evolution from corseted constraint to liberated, joyful self-adornment. Sol de Janeiro, launched in 2015, built its empire on the celebration of curves, shimmering skin, and the spirit of Brazilian beach culture - a direct descendant of the 1970s string bikini revolution that freed women from structured undergarments. Saxemard, a two-decade veteran of brand-building, now inherits a label that has always blurred the line between skincare and lingerie-adjacent confidence. His challenge: to scale that ethos without losing its samba heat. As L'Occitane's chairman Reinold Geiger noted, the move ensures "continuity of leadership" while positioning the brand for global expansion. For the Lingerie Museum, this is a reminder that the business of what we wear - and how we feel in our skin - is never just about fabric. It's about the cultural currents that shape our most intimate choices.
Originally reported by WWD