History of the house
Creative house since 1930
Maison Lejaby is a French company which, since 1930 , has cultivated its expertise as a corset maker through the know-how of its creative workshops in Lyon .
It perpetuates and reinvents, according to the rules of art , quality lingerie designed with the finest materials, precise cuts and a controlled fit .
Corsetry expertise
Maison Lejaby offers a lingerie wardrobe that creates a Parisian look, sensual elegance and a bold classic for any occasion.
It places the highest level of demand in terms of well-being and creation in its collections made from high-end materials , with precise cuts and controlled assembly.
Our stylists select beautiful materials from European suppliers , who work with the most prestigious fashion houses.
Maison Lejaby is neither a fashion brand nor a luxury brand, it is a House of Creation . Its expertise distinguishes it from fashion brands, its image and its creation reinvent traditional lingerie.
History of a French house
1930
1950
1960
1970
1980
1990
2000
2024
The 30s... The Myth of the Femme Fatale and the Birth of Lejaby
The 1930s saw a return to classicism, but it was also the era of the femme fatale .
In The Blue Angel, Marlene Dietrich appears wearing suspenders. She fascinates. Among her admirers: Marcel and Marguerite Blanchard, owners of a small movie theater in Ain and at their side, Gabrielle, known as "Gaby", Marguerite's sister.
Nourished by glamorous and sexy images, she began to sew lingerie and bras that her brother-in-law had made. Throughout the region, people spoke of "La Gaby bras" . From her first name, the name of the brand was born in 1930: Lejaby .
THE 50S... THE ADVENT OF LEJABY
New materials (polyester, polyamide, acrylic, etc.) are bringing ready-to-wear to the forefront and giving underwear a more feminine look.
Shortly after Gaby's death, Marcel Blanchard opened a design salon in Paris, where voluptuous negligees and variations of corsets, briefs and suspender belts were born.
The talent of the illustrator Gruau, a convinced feminist who signs the advertising campaigns of the brand, is added the striking slogan "Lejaby, a thunderous line" . It's a success! Lejaby explodes in France and abroad .
THE 60'S... FREEDOM, CREATIVITY AND INTERNATIONAL SUCCESS
Women are freed. Brigitte Bardot inspires a sexier fashion and becomes the icon of a generation.
Marcel Blanchard died in 1960. Maurice and Charles Bugnon, two brothers from the cosmetics industry, bought Lejaby and very quickly expanded distribution internationally .
Their stroke of genius: negotiating the exclusive use of Lycra in France. The Miss Top bra , created in 1965, marked the advent of stretch materials . It sold more than 3 million copies.
THE 70S... RASUREL AND LEJABY UNITE
The duo bought the Rasurel brand , retaining only the swimwear business.
Rasurel and Lejaby coexist in the Rillieux-la-Pape factory, near Lyon .
Lejaby chooses to accompany women in their liberation and offers them a triangle-shaped bra in acidulous colors. Its name: Liberty. A revolution!
THE 80'S... A PROGRESSIVE DEVELOPMENT
The trend is towards flashiness. The choice of red for the Jubilé lace line by Lejaby is bold.
More refined, lingerie becomes a powerful symbol of femininity with details like guipure, another Lejaby innovation, which works wonders on plunging necklines.
The brand associated the film actress Isabelle Adjani , a huge star of the time, with the launch of its Églantine line.
THE 90s... EXCEPTIONAL GROWTH
Extreme refinement is followed by an unprecedented minimalism in lingerie , initiated by Lejaby with its seamless microfiber underwear .
The exceptional sales of the Nuage line , with 15 million copies, sound like a swan song.
Maurice Bugnon dies and the executives find themselves alone in charge.
THE 2000S... THE FIRST ELIXIR LARGE SIZE COLLECTION
Lejaby launches its first line for generous shapes, “ Elixir ”, and once again expresses, through this innovative seduction collection, its technical and creative know-how as a corset maker .
Elixir's well-being is quickly acclaimed by customers.
TODAY... AN ASSUMED IDENTITY
The story continues...
Lingerie
The demands of a House of expertise , respect for the body, precise cuts, elegant lingerie for all women.
Between 30 and 50 elements make up a Maison Lejaby bra, assembled in 30 to 40 assembly steps by the corset makers.
ELIXIR
Elixir is born from the historical know-how of the Maison Lejaby teams on the knowledge of women's bodies, and more precisely the technicality necessary for the development of a lingerie wardrobe dedicated to large sizes .
The Elixir collection , ranging from C to H cups , is the perfect marriage of attention to detail and expertise.
Ally of fulfilled women, for a
(Re)affirmed femininity, Elixir perfectly combines seduction, elegance and everyday comfort.