Luxury Meets Provocation: The Lingerie-Driven World of Fleur du Mal
Origins and Founding
Fleur du Mal was founded in 2012 by Jennifer Zuccarini in New York City. A former design director at Victoria’s Secret and co-founder of Kiki de Montparnasse, Zuccarini set out to create a luxury lingerie brand that could live beyond the bedroom. Drawing its name from Baudelaire’s iconic book of poetry Les Fleurs du mal, the brand reimagines sensuality through a high-fashion lens—bold, empowered, and unapologetically feminine.
Ownership and Leadership
Fleur du Mal remains independently owned with Zuccarini continuing as founder and creative director. Her vision has been central to shaping the brand’s balance of seductive design and everyday wearability, allowing it to evolve from a lingerie label into a full luxury lifestyle brand.
Aesthetic and Design Language
Fleur du Mal is defined by its chic, sultry aesthetic that fuses delicate fabrics with directional design. Silks, lace, and satin appear in lingerie silhouettes with surprising details—think silk bondage-inspired straps, sheer tulle underpinnings, and lingerie worn as outerwear. Over the years, the brand has expanded into ready-to-wear, bridal, and swim, with pieces that carry the same provocative sophistication across categories.
Notable Pieces
- Luxe Triangle Bra and Cheeky Panty Sets – Signature pieces in stretch silk or French lace, often trimmed with scallops or eyelash details.
- Botanical Embroidery Bodysuit – A sheer tulle bodysuit with floral embroidery and high-cut legs, worn as both lingerie and top.
- Silk Pajama Sets – Elevated loungewear in jewel-tone charmeuse, often styled as suiting.
- Rose Lace Underwire Bra – Iconic structured bra with sheer floral lace and matching high-waist briefs.
- Bridal Capsule – Ivory and blush sets including garters, bustiers, and embroidered “Just Married” robes.
Famous Fans
- Bella Hadid
- Kourtney Kardashian
- Rihanna
- Doja Cat
- Olivia Culpo
The Future
Fleur du Mal is continuing to blur the line between lingerie and fashion with exclusive drops, menswear-inspired silk tailoring, and an expanded bridal and loungewear offering. The brand recently launched a fragrance line and is exploring further lifestyle categories while growing its presence in luxury retail and international boutiques. Expect more capsules that celebrate sensuality as both statement and self-expression.
