The year 1999 fell right in the heart of Aubade’s most famous advertising campaign: Leçons de Séduction (Lessons of Seduction). This campaign was revolutionary. Instead of simply displaying a product, each advertisement—and each month of the calendar—taught the viewer a specific "lesson."
The 1999 calendar typically includes a selection of lessons numbered in the late 20s and early 30s. Notable examples from this specific year include:
To appreciate the cultural weight of the 1999 edition, one must understand how Aubade revolutionized street advertising earlier in the decade. Launched in the early 1990s, the "Leçons de Séduction" campaign shifted the perspective of lingerie marketing. Instead of treating underwear as a purely functional item or displaying it via direct, front-facing glamour shots, Aubade introduced a radical blueprint:
Leçon de séduction Aubade — Documents originaux et images calendrier aubade 1999
Instead of focusing purely on product specifications or catering strictly to the male gaze, Aubade introduced stylized, monochrome imagery paired with witty, numbered instructions. These "lessons" taught women how to play the game of romance on their own terms. By the time the 1999 calendar was conceived, the campaign had transitioned from simple street posters into an annual luxury publishing event eagerly anticipated across Europe. Artistic Vision and Visual Identity of the 1999 Edition
Les collectionneurs scrutent particulièrement la présence des douze mois complets, l’absence de jaunissement du papier (un vrai problème pour la qualité des années 90) et l’emballage d’origine – souvent une pochette en cellophane noire siglée Aubade.
Devant le succès phénoménal de ces affiches qui s'emparent des abribus parisiens, Aubade décide en 1998 de compiler ces leçons dans un objet exclusif : un calendrier annuel de grand format. L'édition de 1999 est la deuxième de cette lignée historique. Le Calendrier Aubade 1999 au Rayon X L'Esthétique Signée Hervé Lewis The year 1999 fell right in the heart
Unfortunately, without access to specific archives or databases, I couldn't find detailed information or images from the "Calendrier Aubade 1999". However, I can suggest a few possible avenues for finding more information:
The "Leçons de Séduction" were not just an advertising campaign; they became a cultural touchstone. Seizing on this success, Aubade decided to create a physical, lasting object that would keep its audience engaged all year round. Six years after the first "Leçons," in .
May’s spread in the calendar captured an unexpected angle: two people holding hands under a rain-splattered umbrella, faces hidden. The image prompted Claire to write a letter she never sent — to a stranger she’d once loved and lost. She tucked the unsent letter into a drawer where it coexisted with bus tickets and pressed flowers, a private archive of possibility. Notable examples from this specific year include: To
For collectors and enthusiasts of vintage items, the Calendrier Aubade 1999 holds a special place. Here are a few reasons why:
: Sometimes, brands keep archives of their past publications, including calendars. Checking Aubade's official website or contacting them directly might yield some results.