Puretrend: How do you stand out among the many lingerie brands that already exist?
Lisa Chavy: By not being afraid to be different and innovate. For too long, lingerie has been bogged down in very traditional codes, while women have evolved. Today, they are multiple, powerful, independent, smart, connected, sexy, ambitious, disturbing, audacious... quite simply, alive. Our label adapts to changes in society and fashion, which increasingly reveals the underside. Lingerie has become an accessory in its own right that completes an outfit.
You are also the DA of Undiz... Is working on your own brand different?
I am very attached to Undiz and very happy to be part of this success story. The "cool lingerie" and quirky spirit appeals to young people. Before LIVY, I also designed for luxury (Dior lingerie and Kenzo lingerie). The target was different, but the requirement was the same. No matter the level of range, every detail counts and consistency is essential. After fifteen years of experience in lingerie - which is an expertise with a lot of constraints - I learned to adapt my work to different styles. I also wanted to express my own universe. LIVY is therefore a very personal project, where it is my vision, coupled with the evolution of women and ways of thinking, which is expressed.
