BOLD AND BEAUTIFUL

François Roberge, President and CEO of Canada-based lingerie brand la Vie en Rose, speaks to Bazaar India on redefining the market and creating quintessential innerwear for the contemporary Indian woman.

- SHUBHANGI JINDAL

Harper’s Bazaar: You have finally launched in India, has this been a long-standing plan for you?

François Roberge: “I made my first trip to India back in 1997. We saw great potential in the Indian market but decided to seriously explore it only around 2014. Typically, these things take years, but the Covid situation slowed down our progress further. Nevertheless, we’re prepared now. The process took nine years, but in the world of business evolution, patience is essential. It’s important to take your time, but we’re fortunate to have a fantastic partner. I believe the future holds amazing things.”

HB: Who is your target customer? 

FR: “Our focus is primarily on middle-class women aged 25 to 40. This market demographic offers a lot of potential. There are many such women not only in India but around the world, and that’s where our attention is directed.”

HB: Tell us a little about the story behind the brand name ‘la Vie en Rose’?

FR: “The brand name has a romantic connotation with floral associations, as it means “flowers” in French. It caught my attention because it had a strong presence, and held personal significance for me due to the iconic song ‘la Vie en Rose’ sung by popular French singer Édith Piaf. We started with this name, and over time, it became a powerful and recognised brand. I’ve loved it since the beginning and still do.”