Scandale (company)

Scandale

Company type	Women's clothing (Lingerie)
Industry	Retail
Founded	1930
Founder	Robert Perrier
Key people	Halle Berry, Erik Ryd
Products	Lingerie
Website	www.scandale.com

Scandale is a French clothing designer credited with the invention of the girdle and the first company to mass-produce a product using the fabrics Lycra and Lastex. ^[1] Their innovation greatly impacted the fashion industry and the way women around the world wore undergarments. ^[2] They were also the first company to use illustrations in advertising, important to French culture, ^[1] and using contemporary French illustrators, artists, and photographers, like René Gruau (of Christian Dior), who also designed the iconic Scandale logo. ^[3]

1930s - 1940s

The brand was created in France in 1932 by textile supplier Robert Perrier. ^[4]

In 1938, Scandale constructed an advanced manufacturing facility in France, with a pioneer workspace focusing on airflow, natural sunlight, and space planning, while featuring a pioneering R&D laboratory.

In the early ’30s, the gained popularity quickly expanding into Lyon, Marseille, Nice, Brussels, London, Turin, Cairo, Madrid, Beirut, and New York City.

1950s – 1960s

Scandale retained popularity throughout the 1950s, ^[5] incorporating Lycra fabric in lingerie, most notably the “Avant-Garde” collection in the late 1950s, a second skin innovation. “Petit Scandale” was also introduced during this time, a superelastic tulle considered to be a supportive and light girdle at the market with tangible results. Scandale also introduced an inflatable bra, Very Secret, following its competitor La Resista. ^[6]

In the late 1960s, Scandale expanded its range through velvet and innovative panels, offering enhanced elasticity and movement, introducing the “Superélastique 211.”

Scandale was also well known for its continuous collaborations with talented illustrators, artists, and photographers. The most iconic Scandale posters were created in 1952-1953 by René Gruau (of Christian Dior) who also designed the iconic Scandale logo. ^[3]

Scandale continues to grow in sales network and was one of the major trading companies in Europe until the 1990s ^[7]

2000s

Hop Lun, which was founded by Swedish entrepreneur Erik Ryd, purchased Scandale in 2008. ^{[8] [9]}

Scandale factory in 1930s

In 2014 actress Halle Berry became a co-owner of Scandale and partnered with Target Department Store to distribute the brand. ^{[10] [11]} Berry and Target also expanded its collection line with nightgowns and swimsuits added to the range. ^{[12] [13]}

Scandale Paris was also expanded to Europe, Canada and Asia in late 2015. ^[14]

In 2017, Erik Ryd purchased back the majority shares of Scandale as a private investor.

References

1. Sophie. "Corseterie: the forgotten one in the Lingerie field". Brandmemory UK. Retrieved 2021-01-12.
2. Farid Chenoune (1999). Beneath it All: A Century of French Lingerie. Random House Incorporated. ISBN   978-0-8478-2204-1.
3. "Illustration & Brand Building".
4. "Photographes en Rhône-Alpes::Robert Perrier, président de la Foire de Lyon". numelyo.bm-lyon.fr. Retrieved 2021-01-12.
5. "The Story of Lingerie" (PDF).
6. "INTIMA'S ANNIVERSARY Back to 1957". Intima Group. Retrieved 2021-01-12.
7. Whiteside, R. M.; Wilson, A.; Hörnig, S. E.; Wilson, C. P.; Blackburn, S. (2012-12-06). Major Companies of Europe 1990/91: Volume 1 Major Companies of the Continental Europe Economic Community. Springer Science & Business Media. ISBN   978-94-009-0797-3.
8. FR, FashionNetwork com. "Hop Lun reprend la lingerie Scandale". FashionNetwork.com (in French). Retrieved 2021-01-12.
9. WW, FashionNetwork com. "Scandale gets a boost from its new Hong Kong-based owner". FashionNetwork.com. Retrieved 2021-01-12.
10. "Halle Berry's Newest Scandale Collection is a Dream Come True". Target Corporate. Retrieved 2021-01-14.
11. "Behind the Scenes at Halle Berry's Lingerie Line, Scandale Paris". ABC News. Retrieved 2021-01-12.
12. "Halle Berry Reveals New Scandale Lingerie Collection". InStyle. Retrieved 2021-01-12.
13. "Scandale revient avec de la lingerie glamour chez Carrefour". Femme Actuelle (in French). 4 March 2015. Retrieved 2021-01-12.
14. Rose, La Vie en. "Halle Berry's lingerie line, Scandale Paris, now available in Canada exclusively at selected la Vie en Rose stores and laVieenRose.com". www.newswire.ca. Retrieved 2021-01-12.