Fleur du Mal: Inspiring Dressing up & Undressing

December 4, 2019

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In late 2012, Jennifer Zuccarini founded Fleur du Mal with an ambition to change the way women approach lingerie, and has since expanded to include ready-to-wear and swim.

Feminine, chic and slightly subversive, the brand explores the notion of desire and artful provocation, while maintaining style and wearability.

Fleur du Mal’s founder and CEO Jennifer Zuccarini is a natural entrepreneur. For starters, entrepreneurship runs in her family, as her father was a visionary who brought the first espresso machine to Canada in 1954. Zuccarini and her two sisters, also entrepreneurs, grew up hearing their father repeat, “Why would you ever want to work for somebody? You should always work for yourself.”

With a celebrity following that includes Bella Hadid, Victoria Beckham and Emma Roberts, Fleur du Mal has carved a niche for itself as a cheeky, luxe lingerie and swimwear brand. The brazen fashion e-tailer has also expanded its product assortment, with a ready-to-wear collection as a separate category.

While Fleur du Mal’s tagline of “Inspiring dressing up and undressing” seems salacious, Zuccarini is cognizant of the importance of presenting lingerie as a part of everyday wear, as opposed to something special women wear on weekends or dates.