The Maison Eres signs collections of swimwear and lingerie whose style and architecture emphasize the natural femininity of the body.
In the late 1960s, a few days before summer, female customers were in a hurry to pick out their swimwear. These were uncomfortable times with the fear of stripping off sometimes meeting the thrill of treating themselves to a chic and becoming item that would show them in a beautiful, sporty light. The swimsuit fascinates and disturbs, captivates and frightens. It is, after all, the most intimate of clothing after lingerie.
Female emancipation was still in its early stages and yet women had never been so close to independence.
Irène Leroux sensed the profound change afoot in French society. In 1968 she decided to take over her parents’ sports shop. Meeting a Brazilian customer who took advantage of her time in Paris to purchase several swimsuits, the founder of the brand decided that she would supply the item all year long and thus specialise in its manufacture and marketing.
The decision was a bold one, the initiative ambitious. While leisure and sporting activities were on the rise, the swimsuit offer was poor, standard and available in the summer months only. Eres thus became the first brand to supply swimsuits all year round. It was also the first brand to sell tops and bottoms separately, allowing women to not only choose their favourite, possibly mismatching styles, but also to opt for differently sized pieces.
|Address||40 Avenue Montaigne, 75008 Paris, France|
|Tel||+33 1 47 23 07 26|