La Nouvelle is a French Riviera-based lingerie, swimwear, and loungewear brand founded in 2014 by designer Alix de Moussac and CEO Aurélie Grandemenge, with a mission to celebrate natural, liberated femininity through elegant, inclusive, and comfortable designs.

Instantly recognizable by its signature gold, silver, or colored lurex straps and soft, vibrant fabrics, La Nouvelle redefines lingerie and swimwear as fashion accessories—designed to complement ready-to-wear looks and embrace the “lingerie-as-outerwear” movement.

The brand offers two lines: an Iconic collection—always in stock and ready for immediate delivery—and a biannual seasonal collection. As a pioneer of the ‘slow bra’ movement, La Nouvelle promotes a mindful, feel-good approach to undergarments while committing to sustainability through eco-designed materials (Oeko-Tex and GRS certified), short production runs, and responsible sourcing and manufacturing across Mediterranean Europe.

Designed entirely in-house by a 100% female team, La Nouvelle is distributed through over 280 retailers—including Le Bon Marché, Printemps, Lulli sur la Toile, and La Rinascente—across Europe, the U.S., and international markets such as the Caribbean, Hong Kong, and Dubai.