PARIS–Our article, published earlier this week, about French children’s underwear line ‘Jour après Lunes’–a line comprised of lingerie–inspired pieces meant to be worn indoors and out, over and under clothes–led to far more reactions than we had imagined–including stories in major outlets like the New York Daily News, the UK’s Daily Mail, and TODAY.com.
The brand’s founder and designer Sophie Morin wrote a letter to Fashionista explaining why she doesn’t think her brand promotes anything dodgy or creepy.
Her main points:
The “ worn dessus-dessous” (i.e. underwear worn as outerwear) that has raised an upheaval, is in fact just another way of saying that, for example, an undershirt, worn under a sweater to be warm in the winter, can be worn with jeans in the summer; or bodysuits, often worn by babies, can become an outfit–like mothers often do with their babies when it is hot…Triangle bras–and there are only two models in the collection–are worn as swimwear for youngest clients; these can be worn as a first brassiere for girls and even young women who aren’t looking for real support, since these don’t have underwire. There are no real bras in my collection. The transgenerational mother/daughter aspect of my brand doesn’t offer anything new and is identical to what lots of ready to wear brands offer.
And about the photos of my brand, I’d like to specify that the articles in which they appeared were taken out of their context and were laid out to imply a sexy dimension that didn’t originally exist. All the photos show children playing children’s games, as we’ve all done. If you look at the details, you’ll often find elements of children’s games: dolls accessories, wooden animals, etc. A second reading is needed–no vulgar connotation. There is only one interpretation: children playing together, no more…The children aren’t wearing high heels nor nail polish nor lipstick. The hairdos are over the top, but so are children’s games. Yes, the models wear sunglasses, like every single kid. Yes, you see their stomachs and legs, like you do on the beach. Yes they wear necklaces inside the house, as do all little girls for fun. And finally, all the girls are professionals models and not Lolitas trying on women’s outfits. The direction of the photos is nothing weird, it is one frequently used by brands and magazines’ photo shoots.
I am extremely surprised by the current uproar around my brand, and am happy to answer any questions. I’d first like to say that my brand has nothing to do with the photos of Veronika Loubry’s daughter in Vogue, the confusion made by the press is totally wrong.
Read her letter in full.