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1960 : Aubade, the pioneer
The image of the fussy 1950s woman with her sharply sculpted silhouette is gradually replaced by a freer look.
Aubade is the first lingerie brand to make matching colored bras and underwear. The lingerie set is born and collections reflect fashion trends and the changing seasons.
The brand’s first communication campaigns are impertinent and provocative, knowing and elegant. The tone is set: 30 years of Aubade advertising would follow, with the same themes and a dash of humor.