Hazine

14.06.2015 - Jessica Marrazzo

Label

Eres

SUBTLE. NATURAL. SHAPELY. FOR ERES, EVERYTHING BEGINS WITH ARCHITECTURE. SMOOTH LINES AND FEMININE CURVES BECOME THE FOUNDATIONS OF CLASSIC DESIGN. DESIGNERS TAKE INSPIRATION FROM TRADITIONAL MASTER SWIMWEAR CUTS AND SIMPLE CONSTRUCTIONS, WITH THE QUEST OF ENHANCING THE FEMALE FORM BY ENHANCING EACH CONTOUR. 

Each understated silhouette reveals endless little details that make a simple swimsuit into a work of art. Perhaps it’s a technical fabric developed especially for the brand, or an innovative cut that flatters the body’s natural curves. Cutting edge materials and avant-garde designs meet artisan craftsmanship across every piece. In essence, it’s the soul of France in a single garment. It’s a physical reminder of windswept days spent on the Cote d’Azur, surrounded by salty blue seas and picturesque villages. It’s a unique combination that marries unique creativity with contemporary couture, taking the brand’s Parisian heart across the world to make women feel utterly beautiful, even in the day to day.

 

AN ACIENT ARTFORM

It all began beside the cobblestones, on the beach. In 1968, Irene Leroux had a style revelation: women didn’t just want to enjoy the freedom of swimwear over the summer months, they wanted to experience that same feeling all year around. Taking inspiration from the world of couture, the young designer began to create collections that explored sunshine in the winter. She began to grow her business from a family boutique on Place de Madeline, modernising the world of swimwear with each passing season.

Purity became one of the hallmarks of the brand, favouring sculpted silhouettes over padded or boned constructions. This was the real secret, adapting to each body shape and size to adapt perfectly to each and every woman. From triangle bikini tops and corset briefs to bandeaus and skinny tanks, the basics were truly reinvented. For Leroux, it was all about discovering the Art of the Body, exploring a mastery of techniques and advanced skills in working with cuts and fabrics. In this way, it is the woman herself that makes the statement, comfortable with her beauty as she wears the swimwear like a second skin. It became more than a new style: the art of illustrating the body became a new philosophy and raison d’etre for the brand.

 

THE NEXT PHASE

The label’s growing acclaim was soon noticed in the fashion world, becoming part of the Chanel group in 1996. Just before the turn of the century, Eres began to expand its territory, launching its first ever lingerie collection. Just like the foundation of neutral make-up, the brand dared to use nude tones and resilient, refined fabrics to follow the smooth lines of a woman’s curves whilst meeting the demand for comfort. Pastel and powder hues had never been seen before in this particular context, creating a sensual base for every outfit with smooth jerseys, tulles and elegant lace. It was a winning combination that made a real difference in the industry. These designs became famous for their lightweight appeal, ensuring infinite support with artisanal French sewing techniques to create a flawless quality.

Turning back to swimwear, the brand decided not to follow the passing trends of the season, preferring to become a trendsetter in itself with a modern, unmistakeable style. The cuts became increasingly particular, forming the brand’s creative signature and instantly recognisable to those in the know. A balance of modern art and an appreciation of feminine architecture continue an ancient story to the modern day. This timeless appeal has been developed and extended to a range of collections, completing the lifestyle brand with home essentials, beach wear and accessory lines. International expansion quickly followed, as Eres opened around boutiques across both Europe and the United States, boasting over three hundred points of sale worldwide. Whilst the challenge of reinventing classic cuts remains, it’s something that spurs the design team on each season, igniting the imagination of a new generation of luxury dreamers, ever following the summer sun.

Short Facts

Trademark

Lightweight fabrics and powdery hues are essential within the Eres collections, embracing the existing beauty and longing for sunshine in everyday life.

 

Distinctiveness

A natural essence becomes essential, mixing traditional constructions with contemporary design and innovative fabrics. Both the lingerie and swimwear abandon classic structuring and padding in favour of smooth designs that adapt to a woman’s natural shape.

Designer History

1968-1998 Irène Leroux

1998-2013 Valérie Delafosse

2013-present Marie-Paule Minchelli and Yasmine Eslami

Timeline

1968 – Coastal

On the French coast Irene Leroux decides that women need swimsuits all year long, not just in the summer. She opens her own family boutique at Place de la Madeleine.

1998 – Intimate

Eres begins to grow, making a name for itself internationally. With Valérie Delafosse taking the helm of the creative direction, the brand launches its own lingerie line. This takes the pure design aesthetic to a new market.

2005 – Lifestyle

The brand lines continue to expand, creating a true lifestyle brand. The products diversify into homewear, beachwear and accessory lines.

2015 – Chanel

Today Eres is a part of the Chanel empire, boasting over 50 boutiques and 200 points of sale all over the world.

Photo:

© Eres

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