a history of fashion, innovation & leadership
For well over a decade, Lily of France has targeted the contemporary woman who seeks updated styling, exciting and varied color assortment and trendy coordinates. Stimulating the market with newness has always been the company’s strength and is why the Lily of France label has become synonymous with fashion-forward merchandise. Hover over the pink dots on the timeline to view information about that period in our company history.
Late 19th Century
Madame Irene brought to New York the corsetry secrets of France.
1915
The firm was in its own eight story building at 518 Fifth Avenue. Its name was changed to Lily of France.
1968
Bestform acquires Lily of France.
1972
Jack Cassidy joined Lily of France. Consumer research resulted in introduction of revolutionary “style 1803” – the legendary “John Kloss” bra. It positioned Lily of France as the top contemporary resource in the industry.
Mid-Late 1970s
Created extensive line of fashion colors in foundations under “Glossies” label.
1980s
Development of the Sports Bra for department/chain, another successful pioneering effort.
1990s
Revitalizing of the Glossies line.
1999
Relaunch of Lily of France with the Xbra.
2007
Berkshire Hathaway – Fruit of the Loom acquires Lily of France