OUR HISTORY

In 1875, Doctor Bernard founded a corset factory, later acquired by the Pasquier family. In 1958, Claude Pasquier launched the Aubade brand, at a time when panties and shapewear were essential elements of a lingerie wardrobe.

Moving away from purely functional support, Aubade began its story by offering sensual and glamorous products: lingerie became a true weapon of seduction.

Aubade was the first lingerie brand to introduce color coordination between tops and bottoms, designed to be worn together. The lingerie set was born, and collections began to follow fashion trends and seasonal rhythms.

The brand’s first advertising campaigns were bold, provocative, playful, and elegant. The tone was set: 30 years of Aubade advertising would follow, always blending impertinence with a touch of humor.

Boldness undoubtedly defines the fashion of the seventies.

Aubade was already a subtle blend of seduction and technical expertise. The brand pioneered several innovations that shaped lingerie history: the first strapless designs, backless styles, the iconic “heart clasp,” and the front-fastening bra.

Advertising also became provocative and avant-garde, focusing on the dynamics of couples.

Wardrobes abandoned modest styles in favor of extravagance and even provocation.

At this pivotal moment, Aubade drew inspiration from dance and created something smaller than ever: the first tanga. Quickly adopted and widely imitated, it evolved into the essential thong.

Men appeared in the brand’s advertising for the first time, and black & white visuals became a signature. These codes would define the next 20 years, centered on complicity.

In the 1990s, fashion took a new turn—experimental and diverse.

For Aubade, this decade marked the launch of iconic products: Bahia, the calendar… but most importantly, the first “Lessons in Seduction,” a true turning point in the brand’s development. Artistic and pictorial, these lessons celebrated women’s power of seduction, their refinement and elegance.

Shot in black & white, they enhanced both the body and the lingerie, with a subtle touch of humor through playful advice. Aubade went further, displaying the glorified female body in public spaces for the first time. For over 20 years, these posters have embodied a true “French art of loving.”

A decade of technological, industrial, and fashion innovation. No Y2K bug at Aubade—only innovation. To ensure women feel confident even at the beach, the Maison launched its swimwear line, available in boutiques from 2006.

Technological innovation continued: “La Petite Tricheuse” reshaped the silhouette, enhancing curves, while the “Minimum” thong weighed only 5 grams.

Aubade now dresses women throughout their day: lingerie, swimwear, loungewear, stockings and tights.

In 2013, Aubade launched Aubade Men, a playful and sexy boxer line.

The bond between men and women deepened, with the introduction of a seductive and playful lingerie line dedicated to love games: the “Boîtes à Désir.”

There is life after the Lessons… After more than 25 years and 183 Lessons in Seduction, Aubade opened a new chapter in its story and communication. 

While extending the legacy of these iconic campaigns, the brand embraced a new approach. 

Women take center stage, play with sensual suggestions and spark desire on their own terms—freer than ever. 

In 2026, Aubade reinvents its image by reconnecting with its Parisian DNA and exceptional craftsmanship, while embracing contemporary codes.

A refined couture logo, an iconic monogram and a calligraphic silhouette accompany Live Your Desire, embodying a confident femininity within a premium, intimate yet powerful universe.

Every detail expresses creation, materials and the female body through a precise, elegant and resolutely modern aesthetic.

Discover the LIVE YOUR DESIRE concept.