In 1917, Women's Wear Daily declared that 'love for France is instinctive' in America - a sentiment that led to the proclamation of France Day in New York State. This transatlantic romance has shaped not just fashion, but the very foundations of intimate apparel. French lingerie, with its roots in 19th-century corsetry and lace-making, has long been synonymous with sensuality and craftsmanship. By 1910, French accessories - including delicate lingerie trims, lace, and millinery - were appearing in American stores, just as the modern brassiere was being patented in the U.S. by Mary Phelps Jacob. The Comité Colbert, founded in 1954 by perfumer Jean-Jacques Guerlain, continues to champion this artistry as it celebrates America's 250th anniversary.
Paul Poiret, the couturier who liberated women from the corset in 1913, introduced his 'new mode' to American women, paving the way for a reimagined silhouette that would eventually influence lingerie design. Coco Chanel, who famously revolutionized women's dress by popularizing jersey fabrics and simpler undergarments, captivated Hollywood in the 1930s. Her vision of understated luxury - reflected in the slip dresses and camisoles that became wardrobe staples - reshaped perceptions of French elegance.
Christian Dior's 1947 'New Look' demanded a return to structured undergarments: waspies, girdles, and full-cup bras that emphasized the hourglass figure. This era saw French lingerie brands like Chantelle and Simone Pérèle emerge, blending technical innovation with allure. Yves Saint Laurent's 1965 Rive Gauche ready-to-wear line democratized French style, influencing lingerie's shift toward bolder, more individualistic designs. His Opium perfume launch in the 1970s, celebrated at Studio 54, mirrored the era's liberation of the body and lingerie as outerwear.
Karl Lagerfeld's tenure at Chanel - beginning in 1983 - reinvigorated the brand's lingerie-inspired collections, from tweed bra tops to pearl-embellished bodysuits. His 2013 Dallas show honored Coco Chanel's 1957 Neiman Marcus Award, a nod to the American frontier's embrace of French luxury. In 2026, Matthieu Blazy presented Chanel's Métiers d'Art collection on a New York subway platform, reaffirming the enduring dialogue between French craftsmanship and American energy.
Today, French lingerie houses like Aubade and Lejaby continue to thrive in the U.S., their intricate lace and engineering a testament to a century of cross-cultural desire. As the Comité Colbert champions collaboration across 96 maisons, the bond remains instinctive - woven into every stitch and clasp.
Originally reported by WWD