With more opportunities for safe socializing becoming accessible, many Angelenos may be reconsidering the wardrobe they've honed over the past year. And that means more than just opting for — ahem — real pants in lieu of sweats: It might be time for your underwear drawer to get an update, too. Thankfully, luxurious lingerie retailer Fleur du Mal has opened up a space in West Hollywood that's just as sensuous and intimate as the playful and provocative pieces it presents.
Fleur du Mal officially opened April 17 on Almont Drive, marking the brand's second U.S. outpost (the flagship is in NYC's Nolita neighborhood). Located near Dr. Barbara Sturm's WeHo spa and just around the corner from Acne Studios and Ganni, the 1,000-square-foot space specializes in lingerie but also offers equally sensual evening-friendly ready-to-wear pieces, swim, and loungewear, too.
Founder Jennifer Zuccarini — a Victoria's Secret and Kiki de Montparnasse vet — went big for her first West Coast location. To make sure the new store lived up to label's cheeky bras, panties, and more, she brought in design firm Perron-Roettinger, which is responsible for other stylish L.A. establishments such as Edition Hotel and Yeezy Studio, as well as Stussy stores in Europe and Asia and Fenty in Miami. The renowned studio dreamed up a sultry, '70s-inspired space that offered shoppers a truly intimate shopping experience.
"For our first L.A. flagship, the direction was '70s Italian meets Studio 54, with plenty of sensual curves," Jennifer Zuccarini tells WhatRivaWore. "We wanted to create a retail space that felt intimate and residential, yet striking and sexy. We also have a seating area in the middle of the store to encourage lounging and hanging out."
The articles themselves (think embroidered balconette bras, leather garter belts, and silky tuxedo-style pants) are tucked discreetly into "coves" to enhance the sense of privacy that the brand's founder and her design team were trying to achieve. "Lingerie is such a personal and emotional buy, it's important to walk in our store and immediately get in the mood to take your clothes off, so to speak," she explains.
"We've seen a big spike in sales of our silk PJs and loungewear over the past year, but the top sellers are usually our sexier and more fun lingerie sets," Zuccarini says. "We have a dedicated following in L.A. and definitely have a customer who shops our slip dresses and going out styles for events and parties for outside of the pandemic."
Fleur du Mal's founder also tells us that she has some high hopes for the new storefront — and they go beyond lacy thongs and garter belts. "Post-COVID, we will be hosting a series of talks and events to engage with our community and continue building Fleur du Mal as a cultural hub in the city," she says. "Although retail has been challenged over the last year, we feel confident L.A. will be a great new home […] as we have a dedicated following and a collection that works perfectly in sunny, L.A. weather."
Below, find the new store's hours and address.
Fleur du Mal, 519 North Almont Dr., West Hollywood, 90069; Monday to Saturday from 11 a.m. to 6 p.m. and Sunday from 12 p.m. to 5 p.m.; (424) 303-7075