Former Escort Zahia Dehar To Launch Ready-to-Wear Lingerie, Become a Lifestyle Brand

Everyone's favorite former French escort turned 'couture' lingerie designer Zahia Dehar is setting her sights on global domination: The designer is planning to conquer the ready-to-wear and lifestyle market one flower pasty at a time.
Avatar:
Hayley Phelan
Author:
Publish date:
Social count:
50
Everyone's favorite former French escort turned 'couture' lingerie designer Zahia Dehar is setting her sights on global domination: The designer is planning to conquer the ready-to-wear and lifestyle market one flower pasty at a time.
Photo: Getty

Photo: Getty

Everyone's favorite former French escort turned 'couture' lingerie designer Zahia Dehar is setting her sights on global domination: The designer is planning to conquer the ready-to-wear and lifestyle market one flower pasty at a time.

Dehar showed her latest collection yesterday in Paris--a show which ended with the designer sitting atop a flower-strewn carriage, in the middle of a massive flower heart, holding a baby lamb and getting sprinkled with rose petals. As one does.

Anyway, after the show, WWD spoke with Tugdual Denis, the brand's operations and sales director, who said that, despite what critics have said, the couture lingerie line has been a retail success. In fact it's been such a success that the one-year-old label is planning on launching a ready-to-wear line this fall.

"It’s been very well received by buyers," Denis said. "Our plan is to have a corner in a premium department store in every major city."

With lingerie sets retailing for $200, Zahia's lower-priced line will compete with the likes of Agent Provocateur and Chantal Thomas.

But Zahia isn't stopping at lingerie. “Down the line we want to branch out and diversify into swimwear, hosiery, potentially also cosmetics--we are talking to major licensors with a lot of interest in the brand," Denis said. "What we want to build is a lifestyle brand within the next few years.”

Zahia Dehar, lifestyle brand? We suppose stranger things have happened. And several industry VIPs have already embraced her: Karl Lagerfeld shot her look book last season, and, according to the trade, Terry Richardson shot the current couture and the new ready-to-wear campaign. Which is probably the least surprising part of this whole thing.

And lest we forget, Dehar has better funding than most startup labels thanks to Hong Kong-based equity fund First Mark, which backs the brand.

So what do you think? If this is coming to a department store near you soon, would you buy it?

Photo: Getty

Photo: Getty