BUZZ NEWS

’French Art of Loving’ Seduces Inner Voyeurs

Posted on January 7, 2010
Angela Natividad

Luxe lingerie is all about fantasy, evoking an idea, environment or personality that doesn’t exist in the day or outside a lover’s boudoir. It doesn’t always have to be high-energy and sexually-charged; sometimes there’s provocation in fragility, in the vulnerability that slips out along with lush heady secrets.

That’s part of what makes this effort special.

The schoolboy’s myth of the girl-next-door was brought to vivid life in a wide window overlooking rue Montorgueil in Paris, where for nearly two weeks model Marie Flore shared "special moments" of her private life with passers-by from behind a well-lit curtain.

The effort is charming and not too ostentatious: it’s a beautifully-framed silhouette dancing alone in her apartment, or pacing the floor with a glass of champagne. The palpable wonder of her watchers is almost less voyeuristic than childlike.

On day 10, Flore — outfitted in a wicked Aubade garter-and-panty set — pulled back the curtain, revealing both herself and the campaign URL: FrenchArtofLoving.com.

The site lets you slide open a woman’s commode. Items that you click on yield puzzles or games: learn to lip-read little nothings ("je t’ado-o-o-o-ore...") from a puckered cartoon mouth, or listen to playlists for "French lovers."

Pretty work by Paris-based ad shops Chainsaw and Mlle Noï.

In terms of hot girls stripping down for love of promotion, rue Montorgueil gets all the luck. Last summer, French girl band Make the Girl Dance traversed Montorgueil naked to punt its single, Baby Baby Baby.