Meet Livy – The Independent Lingerie Brand Teaming Up With Victoria’s Secret
Okay, so Valentine’s Day is just a marketing trick and a capitalistic trap for all those in need of attention. Yes, we’ve heard it all before. And despite agreeing, at least to some extent – we can’t deny it does feel amazing to receive a little something-something. A card, some nice choccies, or a fresh pair of perfectly crafted lingerie that will make you feel like Kirsten Dunst on the set of Marie Antoinette… Either will work, but let’s focus on the latter for now. Just in time for the V-Day mania and the month of love that is February, Victoria’s Secret is hosting an independent brand within its NYC and London flagships for the first time ever. The brand in this case is Livy, a small French lingerie label that blends together tradition and future in a vintage, boudoir aesthetic.
“I wanted to create and consider the lingerie as a jewel,” tells Lisa Chavy in one of the brand’s promo videos. She founded Livy in 2017 as a lifestyle outlet – it was about selling products that were about embodying the confidence in a woman. Self-defined as the architect for the body, Chavy’s lingerie and swimwear designs takes inspiration from 19th century corsets and French court undergarments. Yet the final outcome has a totally modern outlook on female (un)dress – the traditional idea of underwiring becomes the mould for the body, allowing the body to move and feel comfortable. The contrast of transparent textiles, finest lace and crisp black lines make for a perfectly Parisian combo. But instead of having to go to an independent shop in the French capital, Miss Victoria is bringing this boutique-like experience to their monumental stores.
The Livy collection available at Victoria’s Secret includes bras, panties, lingerie, sleepwear as well as more lifestyle pieces. In this incredibly smart business move, Livy has basically hit the lingerie jackpot, while VS is both introducing their customer to a whole new world, as well as bringing in a new generation – opened to the sexiness both both of the brands stand for. As for that tiger on the back of a body? The Valentine’s night just got a bit more fun…
The Livy collection is currently available at select Victoria’s Secret stores in the US and at VictoriasSecret.com, as well as select stores in the UK beginning February 20th. Exclusive to the Victoria’s Secret 5th Avenue (New York City) and New Bond Street (London) flagship stores, LIVY will be featured within a branded shop-in-shop.
victoriassecret.com // int.li-vy.com