84% matchAgent Provocateur
Seduction-led lace and corsetry, louder and more overt
What changes: British, more provocative styling and higher price
Brand profile
Aubade
French lingerie house founded in 1958, known for lace and embroidered tulle bra sets and owned by Switzerland's Calida Group.
ParisOrigin
WomenswearFocus
Quiet luxuryStyle
$$Price
4 brands like Aubade like Agent Provocateur, Fleur du Mal, Livy →
What to know about Aubade
Aubade is a French lingerie house launched in 1958, owned by Swiss-listed Calida Group since 2005 and now one of its two core brands after Cosabella was sold to Crown Brands Group in July 2026. The range centres on underwired bras, balconettes, embroidered tulle and lace sets, bodysuits and swimwear, sold through French boutiques, department stores and e-commerce. Its long-running black-and-white "Leçons de Séduction" advertising campaign remains the brand's signature. Aubade generated roughly EUR 33 million in half-year sales and posts organic growth within Calida Group's 2025 results.
If you like Aubade
84% match
80% matchFleur du Mal
Lace and silk built to be seen, New York polish
What changes: Less embroidered-tulle formality, more fashion RTW crossover
79% match
68% matchWolford
European heritage house, sheer bodysuits and hosiery
What changes: Hosiery and skinwear focus over bra-set construction
Brand facts
- Founded
- 1958
- Origin
- Paris, France
- Made in
- France, Tunisia, Morocco
- Price
- $$
- Focus
- Womenswear
- Styles
- Quiet luxury, Minimalist / Contemporary