Aurélie Grandemenge & Alix de Moussac 

Aurélie Grandemenge and Alix de Moussac, founders of La Nouvelle, have created an intimate style that reflects their own image: free, elegant, and unpretentious. Their adventure began with an unexpected encounter and a shared conviction: one can be beautiful without being constrained. After a stint in Paris, Aurélie settled in Marseille in 2002: "I truly fell in love with this city, its light, its freedom." She then launched her first solo brand, with a strong artisanal spirit. Her creations, already soft and sensual, were developed through a constant process of improvisation: "I personally sourced fabrics in Belsunce, I worked with a freelance seamstress… I did my best, but I lacked proper organization." Aurélie, originally from Lyon, graduated from a business school and worked in strategic consulting for luxury brands. In 2012, she joined Alix in Istanbul, a friend of a friend she had met in Marseille, and arrived with a clear vision. Back in Marseille, they founded La Nouvelle: Alix the creative vision, Aurélie the structure. A perfectly aligned duo, blending passion, high standards, and humanity. Today, La Nouvelle brings together 17 women: design, production, communication, boutique, and web. The brand is distributed in over 200 points of sale in France and internationally, from Saint Barthélemy to Dubai, via Hong Kong, Italy, and Germany. "From design to marketing, we follow the entire value chain," emphasizes Aurélie. Fabrics are sourced from Italy, Spain, and Austria, partner workshops are based in Tunisia and Morocco, and each collection is designed to last: timeless, comfortable, and responsible. A nod to history: Alix's first freelance seamstress is now a salaried seamstress and pattern maker. Without underwires or embellishments, their iconic gold-strapped bras are worn as a fashion accessory in their own right. Lingerie that supports women without restricting them, including younger women thanks to a kids' line, and that supports those affected by breast cancer with the LNV Care range. "The pressure to be sexy is outdated, and that's a good thing," says Alix. Between collaborations (Ginette NY, Jonsen, Atelier Franca) and upcoming projects, including a men's line announced for 2026, the founders continue their mission:
to defend a sincere beauty, made of freedom, sustainability and kindness. "We have built a societal project, not just a brand," insists Aurélie.

The new

Founded in Marseille in 2013 by Alix de Moussac and Aurélie Grandemenge, La Nouvelle is a women's lingerie and swimwear brand that combines comfort, style, and sustainability. Designed in Marseille and manufactured in the Mediterranean, the collections are distributed in over 200 points of sale in France and internationally. The brand develops two lines per year: a premium Heritage range and socially conscious collections such as LNV Care, dedicated to women's well-being.