Saturday, May 30, 2020

Bien Jolie - with the French Accent


Bien Jolie was an American manufacturer of women’s underwear and lingerie.
The company was set up early 20th century by Benjamin and Johnes, who coined the brand name (meaning “very pretty” in French) to replace their frumpy sounding trademark La Walohn.
Catalogs mailed to rural women in the US typically used French names such as La Petite, La Tour and Bonaire, implying that their owners were French, skilled in creating chic, beautifully crafted foundation garments.
To amplify this perceived French origin, ads and paraphernalia drew attention to “The French Accent” and of course, the French beret.

1 comment:

  1. My parents both worked at Benjamin & Johnes in Newark N.J. Pop was there until he passed in 63. I believe he was in charge of shipping. I heard they were bought out by another manufacturer. Their building was torn down for college space.

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