Assya Hiridjee, a former designer for intimates firm Princesse Tam Tam and the sister of its founder, has launched a new French lingerie brand, Monette, in spring 2013. She said, “Monette is a new concept somewhere between lingerie and ready-to-wear, essentially centered on silk.” The brand has a retro feel and targets women around 40, Hiridjee said. Its moniker is a shortened version of the French name Simone, which Hiridjee feels corresponds with the vintage feel she is trying to create.
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