Scandale (company)

Scandale is a French clothing designer credited with the invention of the girdle and the first company to mass-produce a product using the fabrics Lycra and Lastex.[1] Their innovation greatly impacted the fashion industry and the way women around the world wore undergarments.[2] They were also the first company to use illustrations in advertising, important to French culture,[1] and using contemporary French illustrators, artists, and photographers, like René Gruau (of Christian Dior), who also designed the iconic Scandale logo.[3]

Scandale
TypeWomen's clothing (Lingerie)
IndustryRetail
Founded1930
FounderRobert Perrier
Key people
Halle Berry, Erik Ryd
ProductsLingerie
Websitewww.scandale.com

History

1930s - 1940s

The brand was created in France in 1932 by textile supplier Robert Perrier.[4]

In 1938, Scandale constructed an advanced manufacturing facility in France, with a pioneer workspace focusing on airflow, natural sunlight, and space planning, while featuring a pioneering R&D laboratory.

In the early ’30s, the gained popularity quickly expanding into Lyon, Marseille, Nice, Brussels, London, Turin, Cairo, Madrid, Beirut, and New York City.

1950s – 1960s

Scandale retained popularity throughout the 1950s,[5] incorporating Lycra fabric in lingerie, most notably the “Avant-Garde” collection in the late 1950s, a second skin innovation. “Petit Scandale” was also introduced during this time, a superelastic tulle considered to be a supportive and light girdle at the market with tangible results. Scandale also introduced an inflatable bra, Very Secret, following its competitor La Resista.[6]

In the late 1960s, Scandale expanded its range through velvet and innovative panels, offering enhanced elasticity and movement, introducing the “Superélastique 211.”

Scandale was also well-known for its continuous collaborations with talented illustrators, artists, and photographers. The most iconic Scandale posters were created in 1952-1953 by René Gruau (of Christian Dior) who also designed the iconic Scandale logo.[3]

Scandale continues to grow in sales network and was one of the major trading companies in Europe til the 1990s[7]

2000s

Hop Lun, which was founded by Swedish entrepreneur Erik Ryd, purchased Scandale in 2008.[8][9]

Scandale factory in 1930s

In 2014 actress Halle Berry became a co-owner of Scandale and partnered with Target Department Store to distribute the brand.[10][11] Berry and Target also expanded its collection line with nightgowns and swimsuits added to the range.[12][13]

Scandale Paris was also expanded to Europe, Canada and Asia in late 2015.[14]

In 2017, Erik Ryd purchased back the majority shares of Scandale as a private investor.

References
  1. Sophie. "Corseterie: the forgotten one in the Lingerie field". Brandmemory UK. Retrieved 2021-01-12.
  2. Chenoune, Farid (1999). Beneath it All: A Century of French Lingerie. Random House Incorporated. ISBN 978-0-8478-2204-1.
  3. "Illustration & Brand Building".{{cite web}}: CS1 maint: url-status (link)
  4. "Photographes en Rhône-Alpes::Robert Perrier, président de la Foire de Lyon". numelyo.bm-lyon.fr. Retrieved 2021-01-12.
  5. "The Story of Lingerie" (PDF).{{cite web}}: CS1 maint: url-status (link)
  6. "INTIMA'S ANNIVERSARY Back to 1957". Intima Group. Retrieved 2021-01-12.
  7. Whiteside, R. M.; Wilson, A.; Hörnig, S. E.; Wilson, C. P.; Blackburn, S. (2012-12-06). Major Companies of Europe 1990/91: Volume 1 Major Companies of the Continental Europe Economic Community. Springer Science & Business Media. ISBN 978-94-009-0797-3.
  8. FR, FashionNetwork com. "Hop Lun reprend la lingerie Scandale". FashionNetwork.com (in French). Retrieved 2021-01-12.
  9. WW, FashionNetwork com. "Scandale gets a boost from its new Hong Kong-based owner". FashionNetwork.com. Retrieved 2021-01-12.
  10. "Halle Berry's Newest Scandale Collection is a Dream Come True". Target Corporate. Retrieved 2021-01-14.
  11. "Behind the Scenes at Halle Berry's Lingerie Line, Scandale Paris". ABC News. Retrieved 2021-01-12.
  12. "Halle Berry Reveals New Scandale Lingerie Collection". InStyle. Retrieved 2021-01-12.
  13. "Scandale revient avec de la lingerie glamour chez Carrefour". Femme Actuelle (in French). Retrieved 2021-01-12.
  14. Rose, La Vie en. "Halle Berry's lingerie line, Scandale Paris, now available in Canada exclusively at selected la Vie en Rose stores and laVieenRose.com". www.newswire.ca. Retrieved 2021-01-12.
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