: "Look him straight in the eyes... lower down." Lesson n°31 : "Pretend to be indifferent." Impact on Marketing and Pop Culture
By the late 1990s, specifically around 1998 and 1999, the brand began a subtle transition. While Zimmermann remained the visual architect, the aesthetic began to shift toward a slightly warmer, more textured palette. The 1999 calendar bridges the gap between the stark monochrome romanticism of the past and the more vibrant, confident color campaigns that would define the 2000s.
In 1999, Aubade was heavily promoting its collection. This line was a celebration of the brand's heritage, offering a range of colors that became iconic for the house: intense Black, timeless Ivory, vibrant Tequila (a deep yellow/gold), and the romantic Rose Rosé.
Rare physical print format, highly traded on French vintage sites calendrier aubade 1999
, which was promoted through innovative "window flat" live campaigns in Paris where women acted out scenes behind curtains to reveal the new URL. Collector's Value
If you are researching this specific edition, I can help you find more details. Let me know if you want to know about: The behind the campaign The market value of a vintage 1999 print today How the lessons changed in the 2000s Which aspect Share public link
: Original prints and calendars from 1999 are now sought-after items for photography and fashion collectors. You can still find vintage original prints from 1999 on specialty sites like Hprints . What the 1999 Calendar Offered : "Look him straight in the eyes
Devant le succès phénoménal de ces affiches qui s'emparent des abribus parisiens, Aubade décide en 1998 de compiler ces leçons dans un objet exclusif : un calendrier annuel de grand format. L'édition de 1999 est la deuxième de cette lignée historique. Le Calendrier Aubade 1999 au Rayon X L'Esthétique Signée Hervé Lewis
Les collectionneurs scrutent particulièrement la présence des douze mois complets, l’absence de jaunissement du papier (un vrai problème pour la qualité des années 90) et l’emballage d’origine – souvent une pochette en cellophane noire siglée Aubade.
Aubade (founded in 1875) is one of France's most prestigious lingerie houses. Their calendars were never just advertising; they were objets d'art . The 1999 edition continues that legacy, capturing a moment just before the internet changed how we consume erotic imagery forever. The 1999 calendar bridges the gap between the
: Local vintage shops and flea markets can be treasure troves for unique collectibles.
: Des sites comme leboncoin ou eBay proposent régulièrement d'anciens calendriers ou des affiches originales de 1999.
These were the now-legendary "Leçons de Séduction" (Lessons in Seduction). These campaigns were instantly recognizable for their striking black-and-white photography, often extreme close-ups of women's bodies in Aubade lingerie, deliberately hiding their faces. Accompanying each image was a short, witty, and often cheeky piece of advice, such as "feindre l'indifférence" (feign indifference) or "le prendre par les sentiments" (take him by his feelings). The campaign was an instant success, breaking the codes of traditional lingerie advertising with its blend of humor, sophistication, and audacity. It was so captivating that the famous French TV host Antoine de Caunes famously joked that he had once crashed his scooter after being distracted by an Aubade ad.
The turn of the millennium marked a transition point in advertising, shifting from printed material to digital media. The represents the absolute pinnacle of large-format, premium print media before the digital shift. Description Era Peak "Leçons de Séduction" (Lessons 27 to 30+) Photography Style High-contrast, fine-art black and white Collectibility
The 1999 calendar was never sold directly to the public in retail stores. Instead, it was printed as an , reserved purely for premium retail partners or gifted to customers who purchased high-end parures (matching lingerie sets) in select French boutiques. Key Creative Features