One of the best known French brands in the U.S., Chantelle  has always been ahead of the game. When women were bound up in tightly-laced corsets over 200 years ago, Chantelle invented the first girdle in elasticized fabric so that they could move and breath. Centuries and many innovations later, Chantelle remains passionately committed to serving the female form in all its diversity. To that end, it recently threw its sponsorship behind the stellar “What’s Underneath ” campaign, a video series that strips people down to open them up and promote radical self-acceptance.

We recently caught up with Suzanne Kuhl, Chantelle’s U.S.-based Consumer Marketing Director, for more on the back-story of this illustrious enterprise.

Lingerie Francaise: Tell us a little bit about Chantelle’s involvement in the “What’s Underneath” campaign.

Suzanne Kuhl:  When I look for marketing promotions, I'm always looking for ways that Chantelle can integrate into authentic conversations around body image. That’s why we don't invest a lot in big splashy print advertising campaigns in Vogue.  We are looking for digital opportunities that inspire conversations that are really resonating with women. That’s why the "What's Underneath" project was such a perfect fit for us.

Chantelle U.S. is based in New York, so we know what American women talk about. I think there is greater ability to talk about body image and embracing your body and your curves in the U.S. than there is in France. It’s a conversation that really resonates with American audiences.  StyleLikeU had come up with the 'What's Underneath' project and it's perfectly aligned with Chantelle's commitment to the well-being of women.  

"EVERYTHING CIRCLES BACK TO WOMEN FEELING WONDERFUL IN THEIR BODIES"

Showing our bras on a wide variety of women is of particular importance to us in the U.S.  Chantelle has established itself as a brand that offers unparalleled support and beautiful design for every woman, including the fuller busted woman. But everything circles back to women feeling wonderful in their bodies.

LF: Every mother should show her daughter that "What’s Underneath" video series – and get her fitted in a Chantelle bra, of course. 

SK: I think there's an interesting story to be told about mothers and daughters. In France, it's often the mother who's wearing Chantelle and introduces the bra to their daughter, but here in the U.S., it’s the opposite: I know a lot of women in their thirties wearing Chantelle who have said to their mothers: "Mom, you must get a fitting.  Come try on the Chantelle bra."  I think it's a really special experience - that secret that's passed on from one woman to another, or from one mother to her daughter. 

LF: French women have a different relationship to the body, for obvious historical reasons. They have an aesthetic relationship to their lingerie, but it’s not just about seduction.  It's about that French experience of being bien dans sa peau, or feeling good in your own skin.  We American women tend to be more focused on what’s practical.

SK: I think American women are somewhat programmed to put an emphasis on what’s practical and comfortable, which has a lot to do with the evolution of sportswear and the sports bra in everyday life. However, I don't necessarily think that's a bad thing. The wonderful thing about Chantelle is that you don't have to trade comfort for beauty. We want American women to understand that you can experience comfort  in a beautiful lace demi stretch bra or even in one of our t-shirt bras. These bras are comfortable but still make you feel confident and sexy.  

I do think that French women often look at the design first, and then comfort. Whichever way you come at it, however, you should be able to have both.  That's what's so remarkable about Chantelle: One wouldn't expect our Merci Demi bra to be such a perfectly comfortable bra because it's so beautiful.  I didn't know it was possible until I tried it.  But, in fact, it is. I think we don't have to compromise.  It’s a win-win when women realize they can get comfort and beautiful design at the same time.

LF: Chantelle has extremely deep roots in France. Do most consumers know that it’s a fifth generation family-run French business?

SK: I think most of our customers do know that we’re French. French lingerie has an air of quality, expertise and savoir faire that is such a very distinctive element of the brand. It sets us apart from a lot of the other popular brands out there today. It’s an important part of our DNA.   


Check out the following beauties from Chantelle's Fall/Winter 2015 Collection: