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The French lingerie brand Lejaby was started in 1930 in the small town Bellegarde-sur-Valserine. Its founder, Marcel Blanchard, is none other than the brother-in-law of Gabrielle Viannay, a simple seamstress who developed the first pieces in the back room of a theater owned by her sister. Lejaby saw success very quickly, thanks especially to its bras that were both comfortable and sexy. The brand was the first to offer lycra fiber pieces as early as 1972 and a line of Lejaby invisible underwear, called Nuage, in 1995. After a few difficult years, Lejaby became Maison Lejaby in 2012 and offered some new collections like a line of Lejaby swimwear, a couture lingerie line, and a line for curvy women. By making 90 years of expertise in the field its greatest strength, the brand dares to take up the challenge of French chic by offering elegant materials like Calais lace, silk, and handcrafted embroidery.