Bien Jolie - with the French Accent

Bien Jolie was an American manufacturer of women’s underwear and lingerie.

The company was set up early 20^th 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.