MAISON LEJABY

History. This is the story of an exceptional French house engaged in the corsetry, bath and sewing since 1884. It's the story of feminine elegance, underwear. the fascinating history of lingerie, at the heart of the changes in society, its morals, its modes… Throughout these 130 years, the Creations of Maison Lejaby and his illustrious ancestors (Rasurel and Lejaby) accompanied women in their quest for freedom. This exceptional signature today expresses an ideal of beauty and well-being. The incarnation of the "French sewing spirit".

1884, initially, the discovery of the wool of Australia, a natural insulating material presented as antiseptic by Louis Neyron, tireless inventor. He imagines a line of underwear and associates himself with a doctor-doctor, Dr. Rasurel, who will give his name to the original brand of Lejaby. The calves, slippers and knee-kickers won an incredible success with millions of French.

When Louis died in 1917, his wife praised Champollon, the first line of female lingerie Rasurel. Then, during the 1920 s, combinations, dresses, corsets and mini-slips seduce the elegant ones. Then there are the first tests of bras in France. Pierre Neyron, a loved son of Congratulations and Feminist, is in his turn in the company Rasurel; he wants and will revolutionize the brand. With the appearance of new materials such as rayon and tergal, he starts in the sportswear.

The 1930 s had a return to classicism, but it was also the age of fatal women. In the Blue Angel, Marlène Dietrich appears wearing a garrison holder. She's fascinated. Among his admirers: Marcel and Marguerite Blanchard, owners of a small cinema theater in Ain, and on their side Gabrielle, the sister of the so called "Gaby". Nourished by this glamor, she starts sewing lingerie and bra that his brother-in-law makes. Throughout the region, we talk about the "Bras bras de La Gaby". From his first name, the name of the brand in 1930. Lejaby is running.

The post-war of the 1950 s saw new materials (polyester, polyamide, acrylic, etc.) emerging and ready-to-wear that gave a more feminine appearance to underwear. Shortly after Gaby died, Marcel Blanchard opened a creative salon in Paris. He sees voluptuous undressed and decrypted carves, slips and garlic bearers… The talent of the illustrator Gruau, a convinced feminist who signs the brand advertising campaigns, is added to the slogan: " Lejaby, a line of thunder ". It's a success! Maison Lejaby explodes in France and abroad.

In the 1960 s, the woman was released. Brigitte Bardot inspires a sexier fashion and becomes the icon of a generation. Marcel Blanchard died in 1960; Maurice and Charles Bugnon, two brethren from the cosmetics industry, are remedying Lejaby and will soon expand international distribution. Their genius: negotiate the exclusive use of lycra in France. Miss Top Bra, created in 1965, will sign the advent of extensible materials. It will be sold in more than 3 million copies.

1970. Rasurel and Lejaby join. Rasurel only retains swimwear activity. Rasurel and Lejaby live in the Rillieux-la-Pape plant near Lyon. But the black years of the corsetry are coming up. Rasurel hires the great Italian stylist Popy Moreni, which will raise the brand to the firmament of the most well-known ready-to-wear names of the French. Lejaby chooses to accompany women in their release and offers them a triangle-shaped bra with colorful colors. His name: Liberty. A revolution!

1980. The trend is on the sidelines; but the choice of red for the Jubilee lace line, signed Lejaby, is bold. More refined, lingerie becomes a powerful symbol of femininity with details such as the guipure, another Lejaby innovation, which makes it wonder about the pigments. While Isabelle Adjani plays the ice, Rasurel achieves a record in the history of the jersey: 1,500,000 units are sold in the same year!

1990. At the extreme refinement, a new minimalism in lingerie, initiated by Lejaby with its underwear in microfibre without sewing. The exceptional sales of the cloud line (15 million copies) sound like a swan song… Maurice Bugnon dies and frames are left alone.

2000. The bottom of the wave. Despite the launch of a line for generous forms (Elixir) as well as more innovative Corsethird patents, the dark years are there. In question: the globalization and buyback of Lejaby and Rasurel by the Americans Warnaco. Both entities will soon be one. Investors will succeed; the brand loses what makes its DNA: innovation and know-how. Management focuses on financial performance and performance at the expense of creativity. Consumers ruin the brand.

2012. Sensitive to the history of Lejaby and his unfailing spirit of innovation and creation, Alain Prost, former number 1 of La Perla, resumes society. The brand is in three collections: Elixir, Main Collection and Couture. Lejaby Couture House is the first 100% luxury collection made in France by hand.

Products. The 70 m ² factory store that is located in the garment factory opened in 2012 and offers collections with discounts from 30 to 50% over the prices displayed in the classic shop. In underwear in Premium collections, Elixir, Couture… Accessible sewing and luxury.