ALIVE! Maison Lejaby opens a new chapter

A new image, new energy, but always the same high standards. With ALIVE, Maison Lejaby is changing the way it talks about lingerie and, above all, the way it addresses the women who wear it.

Since 1930, Maison Lejaby has created French lingerie guided by an intimate knowledge of the female body and the same high standards of quality, precision, and savoir-faire.

Nearly a century later, this heritage remains at the heart of the Maison. But because women evolve, bodies change, and our relationship with lingerie transforms, Maison Lejaby evolves with them.

ALIVE was born from this desire: a new, freer, more contemporary, more spontaneous way of expressing who we are today, and always deeply committed to what makes us unique.

ALIVE: a new identity born from listening to women

Before rethinking our image or our way of communicating, we started with the essential: listening to you.

We asked women questions. Those who already wear Maison Lejaby, but also those who don't. We wanted to understand their expectations for lingerie, of course, but also to talk about their daily lives, their desires, their relationship with their bodies and femininity.

"What do you really expect from your lingerie?" "How does it support you in your daily life?" "What makes you feel good, free, beautiful, confident?"

This listening was one of the starting points for ALIVE: to better understand today's women, in all their diversity, to create products that better meet their needs, but also to better address you. Because behind the lingerie, there are above all women, lives, evolving bodies, personalities, emotions, and unique stories. And these are what we want to listen to and tell more.

Lingerie designed for real life

A body is never static. It moves, changes with time, goes through days, emotions, and different life stages.

At Maison Lejaby, we want to support this body rather than constrain it. And to create for diverse women, with their desires, their rhythms, and their own unique ways of experiencing their femininity.

ALIVE starts from a simple idea: lingerie must adapt to women, not the other way around. It must be beautiful, of course, but also comfortable to wear. It must support without confining, reveal without imposing, and accompany movement. Because today, we no longer want to have to choose between comfort and style, sensuality and freedom.

Sensual lingerie, in its own way

With ALIVE, we also want to tell another story of sensuality.

A sensuality that is not limited to the gaze of others, but that begins with what one feels oneself. The sensation of a fabric on the skin. The pleasure of lingerie in which one feels beautiful. The confidence that a perfectly fitted cut can give. Or simply the joy of putting on a piece chosen for oneself.

Our lingerie is not just made to be looked at: it is made to be lived and felt.

Maison Lejaby's four values today

Expertise. Sensuality. Creativity. Movement.

Expertise, first, because our knowledge of lingerie and our product standards remain at the foundation of each of our creations.

Sensuality, then, conceived as a feeling of well-being, an emotion, and natural elegance.

Creativity, because our savoir-faire only makes sense if it continues to evolve, innovate, and engage with its time.

And movement, finally. That of bodies, life, and the women our lingerie accompanies daily.

A new image for Maison Lejaby

Maison Lejaby is also transforming visually.

New, bolder and more expressive colors are appearing, giving more character to our universe. Our visuals and our way of communicating are also evolving.

In our images and videos, bodies are more in motion. Women laugh, dance, live. We want to show fewer static poses and more moments, personalities, and emotions.

Our photo shoots are also evolving to bring each collection and the world that inspires it to life. Season after season, the images will tell its theme, its energy, and its story, going beyond a simple product presentation and inviting you to enter the world of Maison Lejaby.

A more vibrant image, simply put.

ALIVE, like the women who inspire us

ALIVE does not erase Maison Lejaby's history. It gives it new momentum.

We retain what has always defined us: product excellence, corsetry expertise, refinement, and attention to detail. But we want to bring them to life differently, with a freer and more contemporary vision of femininity.

Because a woman can be gentle and audacious. Elegant and spontaneous. Sensual and comfortable. Different today from who she was yesterday.

ALIVE: Giving women a voice

VIVANTE is more than just a new image. It's also a new way of giving women a voice.

Very soon, we will unveil ALIVE, a video series conceived as an extension of this new identity.

On camera, four women with different personalities and backgrounds speak spontaneously about their daily lives, their desires, their emotions, and what drives them. Simple questions, sometimes intimate, sometimes light: "What makes you feel alive?", "What role does music play in your life?"... and many more.

No written speeches or single model to follow. Simply four women, four personalities, and four unique ways of telling their lives, their emotions, and their femininity, who confide what being a woman means to them today.

Because ALIVE is also about this: listening to women rather than speaking for them. Making their voices, their differences, and their stories heard.