AJOUR FW17/18 Lingerie Collection
“[AJOUR] is inspired by fairy tales and mysteries and leverages these themes to give their intimates a dramatic cinematic style.”
Lingerie always takes a decadent turn in the Fall/Winter season. The temperatures may drop but lingerie brands keep things hot with sensual fabric choices and smoldering color stories.
To celebrate this spellbinding season, Ukrainian lingerie brand, AJOUR, has created their most elegant autumnal collection ever! Buyers interested in seeing and feeling the collection in person have a chance next month as AJOUR is exhibiting at CURVENEWYORK, booth #650.
AJOUR’s Eternal Muse
AJOUR’s founders/owners Tetiana and Vitaly Novitsky explain, “…the main source of inspiration for us is always the woman”. Captivated by feminine sensuality, sophistication and grace, the European lingerie brand created this collection for seduction.
Using semi-transparent materials and precise details, this line is also inspired by fairy tales and mysteries and leverages these themes to give their intimates a dramatic cinematic style. The AW collection is characterized by a more saturated palette, strict details and defined lines compared to their SS17 collection.
“AJOUR’s AW17 collection is definitely not style over substance.”
These luxurious design choices make these styles perfect for gifting during the holiday season. Shoppers are almost always willing to spend more during the second half of the year and expect higher quality intimates to give them structure under knits and party dresses. Shoppers also look to buy sexier styles during the winter season since they cannot rely on the short skimpy styles of summer to make them feel confident about their body.
AJOUR’s AW17 collection is definitely not style over substance. When creating the line, one of the main tasks was to make the collection wearable without losing its seductiveness. As AJOUR’s designer, Svitlana Shanti, explains, “everything is for the active modern woman!”
In and out of the bedroom
AJOUR’s AW17 collection is meant to be worn and not just in the bedroom. Featuring beautiful purple orchid accents, their Canari bodysuit allows the wearer to elegantly wear a lingerie style that’s modest and minimal enough to wear comfortably as ready to wear. Bodysuits are the new business casual, after all.
AJOUR’s dedication to wearable intimates doesn’t stifle their style or sex appeal. One of their key AW17 styles, the Galliano line, is a “virtuoso of temptation”. Available in an array of sizes, the Galliano line comes with black floral lace embroidery accents and is available as a shelf bra, strapless balconette bra, two separate soft cup bra styles and a matching panty, g-string thong and garter belt.
See AJOUR at CURVENEWYORK in August, booth #650.
AJOUR is dedicated to creating a complete lingerie wardrobe for their customers and never limits themselves to designing only bras and panties. For their Galliano line, AJOUR created both lingerie and loungewear and offers a sheer sexy chemise, a classic satin chemise and a matching satin robe and luxurious sleep mask for customers looking for something more substantial than a bra and panty set.
‘Sexy’ is probably one of the most used words when describing lingerie and yet, every brand has a different take on this ubiquitous word. The AJOUR woman merges “seduction and subtlety”, creating a truly intoxicating blend and an unforgettable vision. Kravchuk explains, every woman has her “…own sensual secrets” that make her irresistible, no matter if she likes to play the role of femme fatale or the girl next door.
AJOUR’s Retail Advice
Love these styles but you’re scared of bringing in a new brand to your store? Fear not! AJOUR sales manager, Kravchuck, has some tips for you to succeed in bringing AJOUR into your shop. She recommends bringing in a more subdued style from AJOUR that can double as an everyday bra (i.e. a less ornate black bra) and a fun fashion color style from their ‘Sexy’ line.
This way you can see which AJOUR aesthetic fits your clientele best! One of the most successfully sold bras from AJOUR is a Soft bra with underwire (style #bm7) seen above in the Genepi Range. This soft bra with underwire improves your natural shape, giving uplift and a comfortable fit; something every lingerie customer needs!
A Cinematic Style
The AJOUR look-book is beautifully shot and features gorgeous images of all their AW17 styles. These exotic and glamorous photos wonderfully capture the jewel tones and embroidery of this exquisite collection. This season is sure to captivate shoppers and will provide a spectacular end to the year and holiday season.
Learn more about the AJOUR FW17/18 Lingerie Collection
To find out more information about AJOUR’s AW17 collection and other styles, please visit their website or contact their wholesale rep! Heading to NYC for CURVENEWYORK? Use the contact information below to make an appointment with the brand!
AJOUR FW17/18 Lingerie Collection Gallery
Feature: AJOUR finds its roots in love. It is co-founder Vitaly Novitsky’s love for his wife, Tetiana, that was the driving force behind the launch of the brand, the implementation of its Ukraine-based manufacturing operations and the design of each of collection. Click HERE to read Vitaly and Tetiana story.