Tuesday, April 29, 2008

Irina Sheik

But the fit technology of Chantelle impressed Seymour. "I was wearing Chantelle before they even considered using me," she said.

Chantelle CEO Patrice Kretz said the emphasis for the brand in the coming year would be on the enlargement of their their product range to include more exclusive and luxurious fashion-forward styles. At the core of the brand are the bras, he said, but they are making them "more fun and more seductive" said Kretz.

Lace and a diverse selection of colors have been key to Chantelle's success in France, while in the U.S. 50 percent of their sales are in more basic styles. Kretz said that for the U.S. market, they have developed styles that bridge functionality with fashion - smooth cups, practical for t-shirt wearing - but with a hint of seductiveness in the form of a lacy back.

For women just beginning to embrace lingerie as a fashion statement and the concept of buying good foundations, Seymour had this to say.