French lingerie brand Aubade has started selling on luxury fashion platform Farfetch. According to news announced by trade outlets FashionUnited and FashionNetwork on 4 November 2026, this move makes the brand’s collections available to shoppers in more than 60 countries and regions. According to FashionNetwork, the brand, which is owned by the Calida group, describes the move as a new stage in its international growth strategy.
Which markets does it reach?
According to the reports, Aubade products are being offered through Farfetch to customers in the United States, Canada, the United Kingdom and Switzerland. In addition, numerous markets in Europe, Asia and the Middle East are also on the list. Details such as which collections and how many products have moved to the platform, the price range or sales targets have not been disclosed.
As reported by FashionNetwork, Aubade’s managing director Claire Masson described the Farfetch launch as an important milestone for the brand’s growth plan in overseas markets: “Notre lancement sur Farfetch marque une nouvelle étape importante dans la stratégie de croissance internationale d’Aubade” (Our launch on Farfetch marks an important new stage in Aubade’s international growth strategy). The brand’s statement also lists its goals: increasing awareness worldwide, reaching new customer groups and creating new commercial opportunities. It stresses that, in doing so, the brand wants to preserve its distinctive identity and its upmarket positioning.
From physical stores to a digital showcase
FashionNetwork also notes that Aubade has recently restructured its physical retail network. On the history page of the brand’s own website, 2026 is described as a year of image renewal, refocusing on its Parisian identity and atelier craftsmanship. In this context, the Farfetch step can be read as a choice to widen geographic reach through digital channels rather than increasing the number of stores.
The appeal of multi-brand platforms
The point underlined in FashionUnited’s report is the convenience that multi-brand luxury platforms offer mid-sized fashion houses. Opening a separate store in every country or setting up one’s own e-commerce logistics requires considerable cost and time. A marketplace like Farfetch, with its ready customer traffic, payment infrastructure and international delivery network, gives a brand relatively fast entry into distant markets.
There is also a notable change specific to the lingerie category. This segment has traditionally been sold through department stores and specialist boutiques. According to the report, established lingerie brands are now turning more to digital channels to reach customers abroad. Platforms of this kind help long-established but globally smaller brands stay visible against large international competitors.
There is another side to the coin. While marketplaces provide a wide showcase, they can make it harder for a brand to control its own image. Which visuals products are presented with, which brands they sit next to and what pricing policy is applied are decisive for a brand positioned at the upper end of the market. FashionUnited also points out that maintaining an upmarket position is an issue that requires care under this model.
Why it matters
Aubade’s move is less a standalone brand announcement than an example of a broader trend in fashion retail. Mid-sized European brands prefer to test new geographies through digital marketplaces rather than through costly store investments. This approach also serves as a source of data for seeing in which countries demand is strong and planning future physical investment accordingly.
Seen from Turkey, the picture is familiar too. For Turkish designers and brands looking to expand abroad as well, international marketplaces are one of the most common ways to meet foreign customers in the first stage without opening a store. The Aubade example is a reminder once again of how important the balance is between the reach this route provides and the preservation of brand identity. Readers who want to follow other developments in the fashion world can also take a look at our 2026-2027 fashion week calendar.
Sources
- FashionUnited: Aubade accelerates international expansion with Farfetch launch
- FashionNetwork: Aubade opte pour une présence digitale internationale via Farfetch (4 November 2026)
- Aubade: Brand history
Image: Clothes on hangers in a fashion store (representative image) — Artem Beliaikin, Flickr, CC0