Minuit Douze Loungewear Spirit
Dessous Chic for Globe Trotter
Minuit Douze is the name of a new brand of silk loungewear specially developed for travelling women and described as the first ever lingerie range tailored for travel retail and spa resorts. Unveiled in a unique and creative Concept Book, the French-designed collection will be selectively distributed in travel retail, high-end resorts and concept stores.
Created by Virginie Boeri Pesce (formerly of Monaco-based jewellery company Misaki), the silk lingerie and loungewear includes panties, camisoles and chemises. Glamorous accessories are offered in special kits: scarf, make-up, blush houppette, small mirror, sleep mask and slippers. The main fabric used in the collection is silk, which is stylishly combined with other materials and lace.
The brand image promotes the reputation of French creativity and know-how, which is designed to appeal to international customers. The target market is businesswomen, diplomats, models, socialites, trendsetters or men seeking gifts.
The brand will be available only in luxury corners, thanks to business partnerships with:
- Travel retail: new prestigious areas in travel retail and leading airline companies;
- Luxury resorts: famous resort companies;
- Concept stores: selected shops in domestic markets (Europe, Middle East, Russia, Asia, the US).
Minuit Douze Concept Book: the brand's Concept Book is in the form of an intimate diary. The romantic book is entitled Minuit Douze, where each collection is a chapter, represented by numbered travel diaries. Short texts build the plot of romance and unravel the story. As if reading travel diaries or short stories, the customer is invited to collect the products and to arouse her curiosity for the brand. A number of limited editions or numbered series will be offered, where partnerships with writers or photographers will be encouraged depending on the theme.
