Bretelle

The primary target audience of the underwear chain stores are women. The name should be associated with femininity, sexuality, tenderness, lightness.
The new brand will offer the high-quality and fashionable underwear made of textile, lace and accessories of the leading European manufacturers.

The result

Bretelle is an element of clothing, including the underwear. The meaning and French sounding of the word indicate affiliation to the fashion industry.
The name gives associative hints at the light eroticism, romantic adventure.