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Victoria’s Secret Debuts French Lingerie Brand Livy to Revive Stores, Sales

Victoria’s Secret is upping its game as it looks for ways to refresh stores as interest among consumers wanes in favor of upstart direct to consumer intimates brands. The company said Wednesday it will begin offering French lingerie brand Livy at select store locations.

Livy will debut at designated U.S. Victoria’s Secret stores and online at Wednesday, and the brand will be available at select locations in the U.K. next week. As an exclusive to the Victoria’s Secret flagship on Fifth Ave. in Manhattan and the New Bond Street flagship in London, the Livy collection will be shown as a shop-in-shop in the stores.

The Livy lingerie line was founded by Paris-based designer Lisa Chavy. Known for blending traditional and modern intricacies through premium fabrics and techniques, the brand’s designs are also influenced by Chavy’s love of art and architecture. According to Victoria’s Secret, “Livy lingerie is for a woman who wants to be seen and not hidden beneath clothing.”

“I love the way women make choices. The way they decide to live their life, fully, boldly,” Chavy said. “I created Livy because I wanted to empower women’s freedom. I wanted to create lingerie that would be more than lingerie–it’s a lifestyle matching who they are.”

The collection includes bras, panties, lingerie, sleepwear and lifestyle pieces. High-end details on many offerings include graphic-black designs, tattoo-style appliqués, laser-cut lines, bold hardware accents and luxe Calais lace. Prices start at $45 for a brief and go as high as $350 for a leather tux bustier. A soft cup bra retails for $70, but a rooftop strappy-style monowire bra goes for $200. The highest priced item on the site is a silk kimono featuring an embroidered Bengal tiger on the back that retails for $490.