Readers of The Luxe Chronicles will forgive my giddiness! Passionata, a formerly mid-range brand of French lingerie is going upscale and they've recruited one of my favorite contemporary artists, David Lachapelle, to help them re-launch their product line. Lachapelle has for the occasion produced a film which will be featured during a special fashion show to be held at Paris' legendary burlesque club, Le Crazy Horse on January 24th, 2008.
The Passionata range is actually part of the Chantelle group, a family owned company which has been in the business of lingerie since 1876. Feminine and flirtatious, the Passionata brand was introduced in 1980 as a reasonably-priced, quality mid-range line of lingerie. The brand has now undergone a transformation and the recruitment of Lachapelle suggests to me that they're aiming for an edgier, younger and more affluent clientele. For the occasion, Passionata has launched a new website and has organized a contest to win an invitation for two to Lachapelle's show at Le Crazy Horse. The event at Le Crazy Horse will be broadcast on the Passionata website the day after the show including Lachapelle's highly anticipated film commissioned to showcase the brand's naughty new image.
Passionata has kindly invited The Luxe Chronicles to attend the launch at Le Crazy Horse in Paris. Please check back here on January 25th for a full account of the event. In the meantime, please consult Passionata's newly revamped website for details of the contest.
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