Lingerie meets athleisure — Fleur du Mal

Fleur du Mal has moved into activewear with a 16-piece Sport collection, its first workout line since founder Jennifer Zuccarini started the brand in 2012. (wwd.com) Women’s Wear Daily reported the launch on April 8, and Fleur du Mal’s site now lists the capsule under “Fleur du Sport.” The range includes sports bras, leggings, track pants, shorts, jackets and a shaping catsuit. (wwd.com) (fleurdumal.com) Prices run from $88 for a Le Stretch Lace Sports Bra to $395 for a Warm Up Jacket, and the collection is being sold exclusively on Fleur du Mal’s website. The homepage also shows bra sizing from 30A to 40G alongside the new sport category. (wwd.com) (fleurdumal.com) The line extends Fleur du Mal’s long-running formula of treating underwear details as outerwear design. On its About page, the company says it takes “a fashion approach to lingerie, and applies a lingerie language to fashion.” (fleurdumal.com) That approach shows up here in concrete product choices: sports bras fitted in standard bra sizes, leggings in sculpting fabric, and nylon jackets and track pants finished with corset details, lace inserts and other lingerie cues. Zuccarini told Women’s Wear Daily the category had been in development for about two years after repeated customer requests. (wwd.com) Fleur du Mal is entering a market where fashion brands have spent years blurring the line between gym clothes and streetwear. Fleur’s own product copy pitches the capsule as “technical performance” pieces that can go from “barre to bar,” not just the studio. (fleurdumal.com) (wwd.com) The move also broadens a label that built its name on lingerie, ready-to-wear and swim. Fleur du Mal says the company was founded by Zuccarini in 2012, and the brand has framed fit, seduction and visible-underpinnings styling as core to its identity since then. (fleurdumal.com) (cfda.com) In practice, the new drop is less about performance basics than about selling a Fleur version of them: compression fabric, built-in bras and workout silhouettes reworked with lace, contour seams and corset references. The result is a sportswear launch that keeps the brand closest to the territory where it already built its business — intimate apparel designed to be seen. (wwd.com) (fleurdumal.com)