Fleur du Mal Logo

Jennifer Zuccarini launched Fleur du Mal in New York City in 2012. With a wealth of fashion industry expertise, including a stint as creative director at Victoria’s Secret, Zuccarini launched a brand that fused high-end lingerie with elements of ready-to-wear apparel. Inspired by Charles Baudelaire’s collection of poetry, the moniker “Fleur du Mal” (which translates from French as “Flower of Evil”) embodies the brand’s philosophy of fusing transgression with beauty.

During its inaugural year in 2013, the company concentrated on developing a core product line. It unveiled a line of underwear distinguished by the use of premium materials and a distinctive style that blended sensuality and elegance. Particular focus was placed on features like beautiful hardware, silk ribbons, and lace inlays.

2014 saw the addition of a ready-to-wear clothing brand to the product portfolio. This collection included silk dresses, skirts, and blouses that could be worn as lingerie or as outerwear. The brand’s aspirations were reflected in this inventive approach to design, which blurred the distinctions between lingerie and regular apparel.

The company made a concerted effort to increase its social media presence in 2015, especially on Instagram. The business used this platform to develop a distinctive brand style that combines sophistication and sensuality and promotes its products. This tactic improved the online visibility and drew in a youthful demographic.

The firm debuted its debut swimsuit line in 2016. This line upheld the brand’s ideology by offering sophisticated and alluring pieces that could be incorporated into regular outfits and worn on the beach. In the same year, the business started working with several renowned boutiques and department stores, greatly increasing its in-store presence.

The company launched its first physical location in New York City in 2017. By taking this step, the brand was able to develop a location exclusive to the company and give buyers a chance to see and feel its goods’ high-caliber and stylish designs. The store has an opulent, private feel because of its boudoir-inspired décor.

In 2018, the firm debuted its first joint project with a well-known musician. This lingerie and ready-to-wear apparel line featured distinctive patterns that emphasized the brand’s affinity for the art world. Through this partnership, the company was able to bolster its standing as a forward-thinking and creative brand within the fashion industry.

In 2019, the business added larger sizes of lingerie and bras to its size range. This choice allowed the brand to reach a wider audience and respond to the growing need for inclusive fashion.

The firm improved the usability of its website and introduced virtual lingerie fitting consultations in 2020 to bolster its online presence. Through these efforts, the business was able to stay relevant to consumers and adjust to shifting market conditions.

The company launched its first complete loungewear collection in 2021 due to the rising demand for cozy, fashionable home furnishings. This collection included silk loungewear sets, robes, and pajamas, upholding the brand’s renowned sensuality and elegance.

In 2022, to commemorate its tenth anniversary, the firm released a unique anniversary collection inspired by the most well-liked models the business has ever had. In addition to apparel and underwear, the company also introduced a limited-edition line of accessories, such as jewelry and perfumes, to accompany this collection.

In 2023, the business unveiled a collection composed only of recycled and environmentally friendly materials, marking a major advancement toward sustainable development. The company also pledged to support environmental conservation projects by announcing collaborations with several environmental organizations.