Livy
France
Livy is a French lingerie label named after its creative director Lisa Chavy. At launch it sold lingerie sets mainly priced between 100 and 150 euros through its own stores, department stores and an e-shop.
| Origin | France |
|---|---|
| Creative director | Lisa Chavy |
| Launch pricing | Mainly 100 to 150 euros per set |
| Launch lines | New York, Paris, Los Angeles |
What is Livy?
Livy is described by trade press as a French lingerie label. A FashionNetwork launch report names Lisa Chavy as creative director, after whom the label is named, and Dan Arrouas and Laurent Milchior as the trio behind it. At launch it was backed by the Etam and Vog groups as joint shareholders. The report does not give a founding year or headquarters, and the shareholder position may have changed since.
Products and positioning
At launch Livy offered lingerie sets mainly priced between 100 and 150 euros in the medium-high segment. The range had nearly 300 colour codes and was split into three lines named New York, Paris and Los Angeles.
Distribution
The launch plan combined several channels:
- An editorial website, with an e-shop from 31 August
- An exclusive at Le Bon Marché in Paris, with corners planned in other French and European department stores
- Own monobrand stores, with three in Paris and others planned in Lyon, Bordeaux and Geneva
- A selection sold on the Place des Tendances website
Why it matters
Livy is an example of a new lingerie label launched with institutional backing and a mix of department store, own store and online distribution. The details above come from the launch report and may not reflect the brand's current set-up.
Frequently asked questions
Where is Livy lingerie from?
Livy is described in trade press as a French lingerie label.
Who is behind Livy?
A launch report names Lisa Chavy as creative director, along with Dan Arrouas and Laurent Milchior as the trio behind the label.