The lingerie brand, currently undergoing restructuring, placing on its hundredth lesson of seduction to maintain his love affair with the public.

Some ornaments deliciously sexy lingerie. Superb close-ups in black and white grain which evokes the thrill of the flesh. And advice on playing the humor and double meaning: “Feigning indifference,” “Take it by feelings” or “cut corners”. That is 17 years since the lingerie brand Aubade seduces both men and women with his famous posters who are all “lesson of seduction.”

This summer, however, Aubade has reported a much less glamorous image in the media. The company bought in 2005 by the Swiss brand Calida (underwear and pajamas) envisaged the elimination of 104 jobs from 132 at its facility in Saint-Sabin (Haute-Vienne). Two years earlier, a prominent social workers touched 140 after a relocation to Tunisia. On this background social mobilization employees ultimately led to his suspension by the Tribunal de Grande Instance de Poitiers, July 24.

Given these social unrest and major loss of market share in a market downturn, Aubade wished to focus on its greatest asset: its lessons of seduction. This weekend, in his Paris boutique in the Rue Tronchet, the brand was unveiled with great fanfare the 100th episode of his saga. Obviously, she always speaks to the general public. More than 400 people had massed outside the gates of the store to discover the new momentum dress for the occasion and especially to win, by lottery, one of 100 portfolios giant posters featuring the 100 campaign. For the occasion, three of the four photographers in the campaign were on hand to autograph their photos.

For fans, Aubade has just published a book of seduction Lesson No. 100 (Editions du Chene, 45 €), which will release its collector (the book is accompanied by facsimiles, and a screen print of the original Lesson No. 100 autographed by photographer Michael Perez) 100 copies available only at the Palais de Tokyo (120 €). Profit from the sale go to the association Sidaction. Finally, a quiz will earn 100 lots a day devoted to the art of love. Program: lingerie, candlelit dinner, overnight stay and love backstage access to a photo shoot of Aubade. The competition will be launched on the Internet September 30 (www.aubade.com).

Coincidence of timing: that is the date that the employees of Aubade in Vienna will receive the expert report requested by the court to consider the merits of the social plan that affects them. According to the lawyer works, Mr. Emmanuel Giroire-Revalia: “There is a certain resignation among employees even after a complete reduction, the court decision this summer has revived somewhat d ‘hope’. According to the report’s findings and the discussions that follow, the new redundancy could be put in place by October 13.