Chantelle — Scheybeler+

Chantelle, the French lingerie house, had lost touch with modern women and was losing ground to newer competitors. A three-year project to modernise the business, across the group's seven brands, with Scheybeler as lead agency of the consortium.

We reconnected Chantelle to its origins as an artisan studio, and moved the point of view from the male gaze to the woman herself: lingerie as a personal choice, not a bid for approval.

Conceal and reveal. A garment can hide the body, or frame its strength. True to 140 years of history and in step with how women now think about fashion, feminism and their bodies.

campaigns

We established what made each brand in the portfolio authentic, and expressed it through method photography — real women, real light, no retouching of the point.

retail and the street

The repositioning renewed interest in the brand and changed how it is seen.

“My team and I worked very closely with Luke and Scheybeler. They helped me deliver a new creative vision for Chantelle, as the lead agency in a large, multidisciplinary consortium, on a three year project to modernise the business. We revitalised everything including brand strategy, retail design, photoshoots, digital design and campaign development. Our partnership was instrumental in Chantelle's revival as a brand. Their respect for our heritage, understanding of culture and the combination of deep strategic insight and creative excellence, has helped me restructure our business around creativity, revitalise our commitment to design and to craft a new narrative for Chantelle and our portfolio brands.”

Renaud Cambuzat, global chief creative officer