Text : Jolidon. Photos : Copyright © 2009, fashionfreak. All rights reserved. All photos taken at SIL 2009, Paris.
Jolidon Collection S/S 2009
Founded in 1993 in Cluj-Napoca, Romania, Jolidon achieved the leadership on the Romanian
underwear and swimwear market and became one of the major competitors on the international market.
The story of the Jolidon' success looks like an American classic movie: one enterpriser,
Gabriel Cirlig, identifies on the Romanian market after '89 two types of products needed,
but not found and that are the lingerie and the swimming suites. He Starts with a few
dedicated and ambitious co-workers a little business. The initial shop with 3-4 sewing
machines, the minimum logistic to work lingerie and 2 persons to sew became in 14 years a
factory of which dimensions intimidates any European lingerie producer.
Presently the group has more than 3300 employees and a chain of 113 Jolidon shops of
which 65 in the main cities and commercial centers in Romania, 3 in Budapest-Hungary,
35 in all Italy and 10 franchise boutiques in France.
In 2004 Jolidon made an important Investment by taking-over its main competitor
on the Romanian market, Argos SA, with more than 800 employees and more than
60 years of tradition in the field of underwear and swimwear.
A well-known international presence, since 10 years Jolidon has been presenting its new
collections during the most prestigious international underwear and swimwear fairs.
SIL Paris and Lyon, Mode City are the fairs where Jolidon has been a constant presence since 1998.
The underwear and swimsuits are exported widely in the whole world, the main destination
being: Italy, France, Hungary, Germany, Switzerland, Belgium, Slovenia, Croatia, Poland,
Leetonia, Russia, Austria, Cyprus, Malta, USA, Canada, Japan, South Africa, Lebanon, Israel.
The growth of the Jolidon exports determined the Investments abroad, starting with
Jolidon Hungary KFT in Budapest in 2000 and continuing with Jolidon Italia SRI,
opened in 2001 in Milan, and with Jolidon France SARL opened in 2003 in France.
The need to better serve its French clients made that in 2005 the investment in
France continued with a new location - Lyon.
The collections range produced by Jolidon and Argos is very wide, covering the
different types of clients' needs in lingerie and swimwear field. Through design
and colors the collections join the international trends, being also a trendsetter
on the Romanian fashion. During the years Jolidon invested a lot in technology
and design, and also in trade marks, collections and brands protection.
The beginning of 2006 makes Jolidon as one of the most prestigious names in the
world lingerie field, the Romanian brand recognition and value confirmation coming
from the land of lingerie, France. In February 2006 at SIL/Paris Jolidon gained one
of the three prizes of excellence during the Ultra-Lingerie event.
The beginning of 2007 brings out the Jolidon value confirmation by the fact that
the organisers had selected two products of two brands Joldion and Prelude for
the promotion of Ultra-Lingerie event.
On the 15th of December 2006 Jolidon is taking-over the Company named LCS Conf SA-
who returned, after the assumption, at the name full of tradition Flacara. One
of the most prestigious textile confections factory in Romania, with over 50
years history, more than 1000 employees and a prestigious brand name: Falla.
At the beginning of 2007, the group Jolidon adds two more well-known Italian lingerie
names: Infiore and Chiaro di Luna, by over-taking the Company Emmeci which was founded
over 25 years ago and has become one of the most known lingerie producers in Italy.
LILLY ITALY SpA, Emmeci's main competitor, is acquired by Jolidon in 2008. Founded in
1981, the company's products are distributed in 30 countries such as France, Portugal,
Spain and Greece. This acquisition enriches the Jolidon portfolio with three more brands:
Lilly, Eclizia and Kelitha, with both fashion and classic lingerie.
Since its founding, Jolidon concentrated over acquisitions and development in the
textile industry, but for the last years the group has extended its activity in the
field of financial investments, being the major shareholder with 58% shares for
Interdealer Capital Invest SA- located all the time through the first 30 companies
with the same field of activity. And Jolidon entered on the real-estates domain by
taking-over the Company Cetate SA Suceava.
In the present, the group Jolidon is one of the reference names in Romanian economy,
and that is the reason it gained on the 15th of November the International Trophy Superbrands.
The secrets of Jolidon success? Respect for brand clients, ambition, trust in own forces,
desire to demonstrate that even Romanian can design and sell fashion at least as the same
way with Italians and French. A young united team, full with enthusiast and high professional values.
The precious fabric, satin microfiber ultrafine in powdered hues of pink, capucinno,
black and red, is contrasting the lace
enriched with Swarovski crystals which highlights the elegant curves of the cleavages.
It's both simple, comfortable and casual line, a special gift.
It's a classic and feminine line, comfortable and seductive, which combines tulle with
embroidery in vivant colours as green, fuxia, black and seta. Embroidery's graphic
effect is emphasized by the delicate Swarovski crystals and the satin outline.
It's a joyful and coquettish line, designed for a spoiled woman.
A seductive line by it's frills of tulle in black or seta outlined by delicate
contrasting pink or black embroidery, all these being dedicated to a romantic women.
It is a sensual mixture of fragile transparency and contrasting color accents.
An unique composition creates a strong visual effect, the fine net of lace,
adorned with Swarovski crystals, in contrast with satin ribbons, overlaps the geometrical cut.
It's a precious and delicate line that points to a romantic urban spirit, in brown, corail and
It's a sensual tale of satin and fine embroidery in strong colours like red and black. The pieces complete
the image of a delicate and strong woman, moody and seducing, of an almost impossible beauty, same as the
products in this line. The sophisticated seam design and the cold shine of the tissue are completing the sober
elegance by the rich embroidery edges enhancing the beauty of the products.
A precious embroidery outline, a really filigree juxtaposed on the satin's vintage graphics creates
truly jewelries, the products being the indispensable accessories for a woman who wants to be brilliant and fashionable.
It is a seductive line, by the models' shapes realized on contrasting tulle,
combining red, blue or black. The satin ribbons are sweetening the products,
while the delicate edges net gives them a sensual air. Accessories like masks
and gloves are completing a range of articles designed to incite imagination
and sensuality. The line is the expression of a woman conscious of her
seduction power that surprises by attitude and appearance.
It is a daring line by it's animal printed satin and the products' design
which are meant to transform the women that wears them in a real "femme fatale".
The surprising contrasts between black and white patterns, outline a daring and
seducing personality. Here can be found also accessories like masks and gloves,
tools for an inventive mood.
This provocative line reveals contrasting patterns that creats unique shapes by alternating covered and
naked skin, while the cleavages are subtle lined with Swarovski crystals. The fuxia and seta satin's reflexes
are filled by refined black lace; the low cut line of these products emphasize the body shape of a
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