Fleur du Mal is a luxury lingerie, ready-to-wear, and swim brand founded by Jennifer Zuccarini in 2012. Its name, derived from the title of a collection of poems by Charles Baudelaire, speaks to the unique duality of its spirit:
Fleur du Mal takes a fashion approach to lingerie, and applies a lingerie language to fashion. Its products are delicate and sophisticated, using luxury fabrics like French Leavers lace and bespoke embroideries crafted by world-class artisans. But they’re not super serious, or over-complicated. They can be cheeky, too, featuring whimsical prints and provocative silhouettes; the true embodiment of a “naughty flower.”
Zuccarini is constantly thinking about the emotion attached to lingerie, and her goal is to create products that make women of all ages and sizes feel their best while getting dressed and undressed. She understands that if a woman feels powerful and seductive in her undergarments, it can transform the way she moves through the world, giving her more confidence from the office to a first date. Even the brand’s subtler, more accessible, affordable pieces are designed to make customers feel special, with sumptuous fabrics, trimmings, and flattering cuts that elevate the everyday.
Fleur du Mal’s ready-to-wear and swim collections embody this same spirit. Lingerie-inspired pieces like a black silk pajama tuxedo jumpsuit, for example, are tastefully provocative, while maintaining bold style and practical wearability. A customer could put them on for a movie night at home, or for going out to a cocktail party; the Fleur du Mal woman does whatever they desire. She is strong and intelligent, with an eye for style and design. The brand’s younger customer might style a bodysuit with jeans, or wear a bra as a top with total confidence, for example, whereas a more seasoned client might wear a slip dress under a suit. Either way, there’s something for everyone, and endless possibilities. The Fleur customer is comfortable embracing both her femininity and sexuality, knowing that these two qualities don’t have to be mutually exclusive.
Over the years, Fleur du Mal has been worn by celebrities like Rihanna, Gigi and Bella Hadid, Margot Robbie, and more. Its pieces are timeless, and designed to last, but clients keep coming back because the brand grows with them. This summer, Fleur du Mal will introduce eco-fabrics, and it continues to expand its size range, investing in fitting its styles three to four times on a range of bodies for a perfect, truly supportive fit. New customers also find their way to the brand every day via social media, email newsletters, and other activations, all of which convey the brand’s strong voice and point-of-view. Retail stores in New York and Los Angeles, for example, have hosted events and panel discussions surrounding sex, love, and dating, as well as cannabis. How Fleur du Mal engages and communicates with its customers is indicative of its product: It’s fun, provocative, and always of the moment.
In the future, Fleur will continue to expand with new categories including accessories and fragrance, and will venture into the sexual wellness space as well. Overall, the brand’s objective is to continue building a global, direct-to-consumer business that owns the attainable luxury lingerie and lingerie-inspired fashion space, exploring the art of provocation, while maintaining style and wearability.