Fragrance house

Aubade

Aubade moved lingerie beyond purely functional support toward sensual and glamorous design. In the 1960s, it introduced coordinated tops and bottoms designed to be worn together. Its 1990s Lessons in Seduction campaign paired black-and-white imagery with short, humorous advice, running for more than 25 years and reaching 183 lessons before a new communications chapter in 2017. CALIDA GROUP acquired Aubade in 2005 and presents it as a Paris-headquartered lingerie brand and one of its two core brands. In 2025, Aubade began a rebranding involving product development, marketing, and sales. In 2026, the brand was reinventing its image around its Parisian identity, craftsmanship, contemporary codes, and the Live Your Desire concept. Its current communication places desire, self-expression, confidence, and personal freedom at the center.