Fogal, the renowned Swiss hosiery brand since 1921, announces a new corporate direction after becoming part of the ChimHaeres group alongside global luxury brands Borsalino, Zagato, and Vionnet. Since its acquisition in April 2023, the brand’s team has been focused to steer Fogal back to its position as a leader in luxury legwear and place the business for today’s consumers. The primary objectives include fortifying the presence in the European market, building upon success in the US market, and deepening the journey into Asia.
Staying true to the Fogal heritage of world-class materials and craftsmanship represented through fine Swiss know-how, the brand has expanded with successful line extensions in swimwear and activewear, broadening its product offerings while maintaining the second skin comfort that the brand pioneered.
As part of the brand revitalization, Fogal unveiled a new logo and brand identity that encapsulates and updates Fogal’s rich heritage and commitment to quality. Since 1921, Fogal has celebrated women, embodying elegance, sophistication, and timeless style. Renowned figures from Marilyn Monroe to Lady Gaga, Princess Diana to Drew Barrymore have adorned themselves in Fogal – a testament to its enduring appeal.
To mark this new chapter, Fogal has collaborated with Swiss photographer Anoush Abrar to capture the essence of the brand in an exciting campaign launching this week. Evoking the attributes that made the legendary brand a global favorite, the shoot focused on the Femme Fogal – a modern woman living life on her own terms – with confidence and independence, all the while being effortlessly chic. “It wasn’t about concept. It was more about a mood.” said Abrar. “I gravitate to images that are organic and real. Outside. Real locations. It’s not a studio setting where everything is honed to perfection.’’
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Launching this fall across multiple platforms, the Femme Fogal campaign portrays a day in the life of the modern woman, from breakfast to the boardroom to evening soirées. It’s a celebration of femininity in its purest form, a homage to the Fogal woman and her multifaceted life.
In addition to the campaign, Fogal reaffirms the resurgence of hosiery as a fashion staple, an accessory that transcends mere functionality to become a canvas for self-expression. Building on a legacy of exquisite color palettes and bold patterns, Fogal’s new campaign invites consumers to embrace their inner Femme Fogal.
As legwear emerges anew as a powerful fashion statement, Fogal stands at the forefront, ready to accompany you from the gym to the street to a gala dinner. With strength and sophistication, Fogal embodies the essence of the modern woman, elevating every occasion with effortless grace.
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About Fogal:
Founded in 1921, Fogal has been synonymous with luxury hosiery, celebrating the elegance and sophistication of women worldwide. With unparalleled craftsmanship and timeless designs, Fogal continues to redefine legwear for the modern era.
