La Nouvelle was founded in 2014 by Alix and Aurélie, with the aim of designing lingerie that was both comfortable and feminine.
The forerunner of the “slow bra” movement, La Nouvelle offers a more comfortable, “slower” way to wear a bra. Since its inception, La Nouvelle has advocated for a comfortable, “second skin” style of lingerie.
In addition to the comfort it offers, La Nouvelle lingerie is also very much a fashion accessory, thanks to its signature detail – the gold, silver or coloured lurex strap that unashamedly reveals itself. This is underwear that doesn’t shy away from the spotlight.
After spending 4 years at Atelier Chardon Savard, a Parisian fashion school, and then 2 years as a Collection Director, Alix decides to create her eponymous brand at the age of 25.
The DNA of La Nouvelle was born in 2006 with fresh, floral, simple, and feminine designs. The brand offers wire-free bras and well-cut panties, instantly recognizable by their golden lurex trims.
Alix envisions La Nouvelle as a creator of unique lingerie with an unmistakable style that has become essential today.
After studying business administration, Aurélie worked in a strategic consulting firm specializing in fashion and luxury brands’ development.
Her expertise specifically focused on collection planning, purchasing, and creative scheduling.
Being always drawn to entrepreneurship, Aurélie embarked on the La Nouvelle challenge in 2014 alongside Alix.
By creating La Nouvelle, Aurélie aimed to make a responsible impact on the fashion world and the corporate environment. Her personality and management style infused the team with a nurturing energy.
“We inspire and feed off each other, and our vision for the brand is shared.”
One is blonde, the other is brunette. Like Ying and Yang, they complement each other perfectly. Decisions are made together, regardless of the matter.
A united duo that co-constructs the La Nouvelle adventure every day through shared values and a strong friendship.
Inseparable at work and in life, Alix and Aurélie are surrounded by ten dedicated and inspiring women. The founders strive to maintain a human-scale company and are constantly seeking new talent. Work is organized according to the principles of collective intelligence, which align with their values: trust, kindness, and active listening.