VA BIEN WAS FOUNDED WITH LOVE

In 1975, a young French girl named Marianne Gérard left France for New York City. She adventured off for academics – to study medicine – but found the fashion world waiting instead. Upon arriving in New York, she met Richard Gimble who together with his father ran Image O’Youth – a designer of longline bras and garter belts.

Marianne fell in love with the intimates industry (and Richard) and decided to launch her own line, together with him. With inspiration from her mother back in France, Madamme Paulette Gérard, Marianne proposed an innovative collection of bodysuits and bottoms with shaping panels hidden on the inside, crafted with silky-soft fabrics. The pieces combined her French sensibilities with Richard’s American ingenuity, and caught on quickly.

A collection of bustiers and bras soon followed, forming a unique assortment that supported women during a wide range of moments, from special occasions to everyday life. With an emphasis on comfort, the pieces were designed to leave women free to appreciate each moment’s beauty. Marianne and Richard’s journey came full circle when their son, Gregory, went on to join them in the studio, where today he serves as the brand’s Creative Director, continuing his family’s traditions in design.