Duchesse is a french inspired lingerie collection meant to inspire the feelings of royalness and luxuriousness in women everywhere. Duchesse adds an element of elegance that encourages women to feel confident being naturally feminine. Whether you are wearing Duchesse alone or accompanied, the only thing that can be said to encompass how amazing you’ll look and feel is “Ooh La La!” 

Duchesse is high quality, fanciful, and refined and is meant for women who appreciate grandeur and above all else, glamor. Women who daydream about whimsical moments and welcome that same energy into their boudoir. Duchesse understands that confidence doesn’t have to be domineering, it can also be soft and feminine. Romanticizing your most intimate moments begins with saying Bonjour Duchesse.

Conceptualizing art direction for a luxury french lingerie collection, that is meant to make women feel like royalty, my mind immediately went to creating a Marie Antoinette-esque theme. I wanted to convey women as living art, and focus the female perspective as the main characters in an epic romance.

How to create a strong, easily recognizable brand presence that doesn’t distract from the beauty of the clothes themselves.

The art direction tells a story of an “off duty” Duchesse. What do her intimate moments look like when she can drop the formalities and feel comfortable? I wanted to focus on the details of the lingerie like the beguiling enchantment of chiffon, the shine of silk, or the intricate details of lace. The design elements parallel french fashion sketches, very simple, but timelessly chic. I also wanted to keep the design light to mirror the delicateness of the materials used for the lingerie. The decision to incorporate the fleur-de-lis was an obvious choice, as it symbolizes notability during France’s monarchical period. 

Overall the social media campaigns and visual elements successfully convey romance. Each piece works together to tell a cohesive larger story that adds a playful element to the brand.