Love, Baudelaire, flowers. And a touch of pain. A lingerie brand is born

Elegant and provocative, Fleur du Mal is a ready-to-wear and lingerie brand. Inspired by Baudelaire’s “Les fleurs du mal,” or “The flowers of evil,” founder Jennifer Zuccarini (formerly of Kiki de Montparnasse and Victoria’s Secret) challenged us to create an identity for Fleur du Mal that was all about “curating desire and inspiring discovery.”

Client

Fleur du Mal , New York

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Services

Strategy + Branding + Digital

Fleur du Mal

When we were conceptualizing the identity for Fleur du Mal, Base brought to life our desire for something that was strong, provocative and timeless. They understood the aesthetic of the brand before it was a brand.

– Jennifer Zuccarini, Founder

Fleur du Mal
Fleur du Mal
Fleur du Mal
Fleur du Mal

The duality found in the name Fleurs du mal (The flowers of evil) became the conceptual starting point for the brand identity and personality. We were always trying to balance this duality: “sensual yet sexy,” “elegant yet provocative,” “edgy yet chic,” and “playful yet timeless.”

Design Director
Fleur du Mal

A mark based on rose thorns. Like the evil flower, it is a mark that is at once structurally classic and strong, yet so fragile and beautiful.

Partner
Fleur du Mal

For the opening, I envisioned a printed invitation that would wrap 40 red roses. I still can’t believe they went for it.

Designer
Fleur du Mal
Fleur du Mal
Fleur du Mal
Fleur du Mal

Today, Fleur du Mal continues to gain momentum both in terms of its online sales and at key retailers like Barney’s.