A savvy observer of the lingerie market and its trends, Lambert said that “the market has evolved towards larger sizes, we are no longer talking about support but comfort. We would like for women to forget to remove their bra at the end of the day. Alongside this trend, we are also witnessing a genuine revival of sensual codes that lend strength and power to women, rather than confining them to the status of mere objects. As a lingerie group, we have a responsibility. And besides, this gives us an extraordinary scope.”

The Van de Velde group was founded in 1919 by the Van de Velde family. It produces lingerie and swimwear using materials that are 80% sourced in Europe. Manufacturing takes place in Tunisia at the group’s own factory, and in China, where Van de Velde has a long-established partner.

The group’s brands are distributed via 3,600 independent lingerie stores worldwide, notably in Europe and North America. In 2007, Van de Velde diversified by acquiring lingerie chains Lincherie and Rigby & Peller