Power over Pretty
Vilaine was born on a fateful club night many moons ago at Sydney Mardi Gras. Since then, it’s taken six years of slowly developing and evolving in the background, waiting for the right time to surface. The time is now.
Our focus is on comfort and fit. We then reverse engineer sensually striking and powerful looks out of what feels good or works for different body types. By removing stereotypical notions of what is ‘sexy’, we land on something versatile and freeing.
We refuse to play into frivolous frippery, hype trends, or impractical wear-it-once lingerie. To summarise, our ethos is as simple as it is true:
We are most attractive when we feel comfortable and self-assured.
Welcome to the world of Vilaine.
The Tension
Vilaine occupies the space between sleek everyday intimates and a softer form of fetishwear. Our designs are sensory-friendly, versatile and wearable. We are not single-use gift wrapping for your body. We have optimised fits for contemporary bodies and gender neutrality. We are the future and the future is fluid.
The Commitment
Every Vilaine style begins with a design outline which is then fleshed out by assessing how different bodies find the freedom to expand, move, and show up authentically. With the help of 3D software we land on styles with substance for our end wearer, no matter what shape or size they are. It’s what sets us apart from traditional fashion.
The World of Vilaine
Vilaine does not design for a body type, gender, or status. We design for a sense of:
power
comfort
fluidity
sensuality
What a Waste
Vilaine takes a quiet but effective approach to sustainability. Rather than hyping up eco-materials as a save-all, our priority is on two well-researched critical areas: over-production (including waste) and wearability (end-use).
For over-production, we have optimised our sizing and fit to reduce our individual SKU (stock-keeping unit) count to nearly half of a traditional brand’s range. We prefer small-scale production with some styles semi-made-to-order. This means stock always optimised based on demand.
We also collect all production room waste and store it for future reuse or repurposing.
When it comes to wearability, a recent study into how Australians use and dispose of their clothing found that over 80% of Australians dispose of clothing at least half of the time or more because it doesn’t fit any more or is uncomfortable1. By making our styles adjustable, eliminating unnecessarily stiff or scratchy materials, and designing for versatility, every Vilaine piece is here to stay with you until it’s worn out. Not for any other reason.
1. Payne, A. (2024) ‘Keeping Clothes Out of Landfill: A landscape survey of Australian consumer practices’. RMIT University. doi: 10.25439/rmt.27092239.v2.