In 1968, when Irene Leroux had the revolutionary idea of expanding a small family-owned swimsuit boutique located on Paris' Place de la Madeleine, success was swift to follow. Never before had a shop stocked swimwear collections the whole year round.
The style she created was immediately recognizeable for its understatement and modernism: stays and paddings were banished; the naural look came to the fore. A highly original style, at the time.
Which i swhy every collection has met with increasing success. Only a year after the launch of ERES, in 1969, American speciality storees such as Barney's and Bergdorf Goodman rallied to this unique French brand's playful and refined nature.
Reling solely on word-of-mouth, without a cent spent on advertising, ERES became the preferred brand of women-in-the-know - women expecting new fashion statements every year, wanting to be sexy in a uniquely new way.
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