In Paris this week, the anniversary of the 'Brands With a Mission' salon offered more than a celebration; it provided a lens through which to view a persistent thread in apparel history. For centuries, undergarments have been a private canvas for values, from the utilitarian cotton shifts of the 19th century to the silk and lace of early couture houses. The event, hosted by Karine Ohana and Susan Rockefeller, underscored how this intrinsic link between garment and ethos has moved decisively into the public sphere.
Ohana’s assertion that a brand now requires a mission to exist resonates deeply with lingerie’s evolution. Consider the house of Chantelle, founded in 1876, which built its reputation not on overt activism but on a foundational mission of technical excellence and support for the female form—a purpose that secured its longevity. Today’s dialogue, as Rockefeller noted, grapples with geopolitics and supply chains, pushing brands to articulate their stance on sustainability and community with new urgency.
The panels, featuring leaders from L’Oréal to emerging wellness brands, reflected this shift. When discussing closed-loop manufacturing or ethical sourcing, one hears echoes of the early 20th century, when brands like Maidenform (founded 1922) missionized female emancipation through innovative design. The acquisition of Rockefeller's Muses Neck Potion by Suzy Amis Cameron's Inside Out exemplifies the modern convergence of wellness, aesthetics, and intent—a holistic approach that the most forward-thinking lingerie labels now embody. The salon, therefore, is less a new trend and more a contemporary chapter in the long story of dressing with intention, from the skin outward.
Originally reported by WWD