The brand of men’s underwear has left its local historical Marseilles, too large (the manufacture has been outsourced) for a more modern space. Located within the La Actipôle Parette always Marseille, the new headquarters Hom consists of 3 000 square meters government services, marketing, communication and style. Practice, the location enjoys an expanding area connected to downtown via the new tram line and the line L2 (motorway link between the A50 and A7).

For the realization of the building, Hom appealed to the architect Frank Gracian. This specialist in real estate business has included the project in a sustainable development approach (air quality, daylighting, sound insulation and heat …).

On the ground floor of the headquarters, Hom will open on November 17 its first factory store. On 150 square meters, it will propose to the general public the group’s brands Triumph International (Hom, Triumph, Valisere, Sloggi Women) with a reduction of 30%.

While the contest breath only its second candle, he has already met a wide response from schools to fashion and design worldwide. And because, in addition to the tune of 15 000 euros, or finalist sees it adapted and reinterpreted by the office style of Triumph and then be distributed in some stores mark by 2010. A springboard to the world so for James Nolan, a young 20 year old student. Katinka Poole and Shani Elkin for their part, respectively, received a check for 10 000 and 5 000.

Thus, after selecting a country by country – 28 in the running – around the theme of “Icons”, the national finalists competed before a jury very cosmopolitan, ranging from actress Hillary Swank to the editor in chief of Vogue Italy Franca Sozzani, through Wichy Hassan, co-founder and artistic director of Miss Sixty and Jan Rosenberg, chief sales and marketing group Triumph International.

A group which last year posted a turnover of 2.37 billion Swiss francs (1.57 billion euros), achieved through more than 120 countries. A heavyweight underwear which account portfolio, including Triumph, Sloggi and HOM.

Major brands rediscover intimacy. And ‘the most desirable lingerie accessory and show sales, rising sharply thanks to the many single-brand chains but especially with the growing number of online shops. The founder of this, Victoria’s Secret, has increased ten-fold sales of body and briefs on its website in just four years. A success that has prompted the big fashion houses to appear in an increasingly bigger market. With what’s new.

Among designers, the proposals of the latest collections ranging between two opposing choices: better loincloth or shorts? Choose the first Triumph with the look of Oriental Moods, bra and thong in tulle with stretch, while Calvin Klein, Sensual Support line combines the culottes a New Bra Lace Curves made lace balconette cups. But there are some who prefer the taste of retro old bustier, red like passion and twisted on his back brought by Wolford, or the style of nineteenth-century schoolgirl Intimissimi Catwoman ‘or at the collection Argentovivo Project.

If the lingerie to be sexy and provocative, then here is the series of Triumph Romantic Curves International, jacquardTronic lace, embellished with contrasting profiles and pretty shiny satin ribbons and laces, which emphasize each coordinate. Valuable the pearl gray shades, characterized by contrasting floral ground, burgundy and silver. To seduce with style, top with thin straps and thong Sgambati. La Perla Black Label proposes instead a special line of sexy lingerie-chic with the addition of precious materials and specialty products that satisfy all the senses, including the aesthetic.

Underwear class one signed Blumarine which offers a valuable complement in tulle with black Swarovski crystal appliqués. Nothing, however, in comparison with the bra for Victoria’s Secret Fantasy Bra in white gold and studded with 3000 diamonds, worn by the model Tyra Banks to the latest fashion underwear: cost 10 million dollars.