by Theda Braddock
PARIS – This winter, French retailer Monoprix will be the first to sell Garance. Because they feel women who’ve had breast cancer-related operations should be able to find lingerie that respects their femininity, Monoprix is pledging to stock their shelves with the only French brand of lingerie and bathing suits tailored to their needs.
To announce the partnership, agency Rosapark created #ReversibleStory for Monoprix : the first reversible Instagram story.
Directed by Valérie Donzelli (« War Has Been Declared », « Hand in Hand »), #ReversibleStory portrays a woman relaying a disheartening breast cancer story. But, when the story is watched in reverse, it takes an unexpected emotional turn: a positive message, full of hope, which restores and strengthens women’s confidence in their future.
The story will be available on Monoprix’s Instagram account for 24 hours on Wed. November 22nd.
Garance is the first French brand to offer women a collection that reawakens their confidence and helps them through rehabilitation after battling breast cancer. The brand’s wireless lingerie and bathing suits have discreet specially-designed pockets for prosthetic breasts, and are made with high-quality European mesh and fabric for impeccable support.
Garance will be available online and in select Monoprix stores throughout France starting this November, and in all stores in summer 2018.