HISTORY

A STORY OF PASSION FOR WOMEN’S BEAUTY SINCE 1936.
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SHAPEWEAR, THE WAY WE CONCEIVE IT, SHOULD NOT CONCEAL NOR SMOOTHEN OUT LUMPS AND BUMPS. WE BELIEVE SHAPEWEAR SHOULD HIGHLIGHT YOUR MOST BELOVED ATTRIBUTES, GLAMORIZING THEM. JUST LIKE LIPSTICK TO YOUR LIPS, SHAPEWEAR ACCENTUATES YOUR CURVES, MAKING YOU FEEL YOUR BEST, ALWAYS

SQUEEM’S VISION OF SHAPEWEAR AS AN ELEGANT AND SENSUAL EXPERIENCE FOR WOMEN IS SHOWCASED IN THE CAMPAIGN SHOT BY FASHION PHOTOGRAPHER MILES ALDRIDGE.

SQUEEM EMBARKS ON AN EXTENSIVE REBRANDING CAMPAIGN DESIGNED TO NOT ONLY TO HIGHLIGHT THE BRAND’S RICH HISTORY, BUT ALSO TO PUSH FORWARD OUR MISSION TO CHANGE WOMEN'S PERCEPTION OF SHAPEWEAR.

THIAGO PASOS - AMAURY'S SON AND FOURTH-GENERATION OF THE FOUNDING FAMILY - IS PROMOTED FROM VP OF SALES AND MARKETING TO CEO. THIAGO STRIVES TO POSITION SQUEEM AS AN ASPIRATIONAL AND EMPOWERING PRODUCT, AND RE-WRITE THE WAY WOMEN PERCEIVE SHAPEWEAR.

THE PRESTIGIOUS SALON DE LA LINGERIE HIGHLIGHTS SQUEEM AS OWNING THE MODERN STYLE CORSET, RECOGNIZING ITS CELEBRATION OF WOMEN'S CURVES, EMPOWERING CONSUMERS’ SELF-CONFIDENCE IN A SOPHISTICATED, SENSUAL WAY.

SQUEEM MAKES IT’S INTERNATIONAL DEBUT, LEAD BY AMAURY'S VISION AND PASSION FOR THE BRAND.

AMAURY PASOS, ANTOINE’S GRANDSON, BRINGS SQUEEM INTO THE U.S. AND IS RESPONSIBLE FOR THE INITIAL VISION THAT SQUEEM COULD BECOME A GLOBAL BRAND. WITH THAT ASPIRATION, HE SINGLE-HANDEDLY OPENS THE OPERATION IN NORTH AMERICA IN 2001.

THE COMPANY BEGINS EXPORTING THROUGHOUT SOUTH AMERICA AND TO THE UNITED STATES.

IN 1982, THE DESIGN TEAM CREATES A FUSED FABRIC TECHNOLOGY WHICH COMBINES THE COMFORT OF THE COTTON WITH THE COMPRESSION OF THE RUBBER. THE INNOVATION OF SEAMLESSLY COMBINING NATURAL AND COMFORTABLE MATERIALS WITH EXPERT STRUCTURING, ALLOWS THE BRAND TO EXPAND INTO THE MASS BIG-BOX RETAIL IN BRAZIL. 

ENDORSED BY CELEBRITIES AT THE TIME, THE PRODUCT BECOMES A MASSIVE HIT. ANTOINE SELLS HIS SALONS TO FOCUS SOLELY ON THE PRODUCTION AND DISTRIBUTION OF SHAPEWEAR IN THE MID-1970’S.

ON A TRIP TO RIO DE JANEIRO, ANTOINE DISCOVERS AN ORTHOPEDIC CINCHER MADE ENTIRELY OF NATURAL RUBBER THAT IS DESIGNED STRATEGICALLY TO PROVIDE BACK SUPPORT. IT IS FROM THIS INSPIRATION THAT SQUEEM’S CURVE-CREATING SHAPEWEAR IS BORN. MASS PRODUCTION BEGINS IN 1972, USHERING IN THE NEW AGE OF SHAPEWEAR IN BRAZIL.

CONFIDENT IN THE WIGS’ RESOUNDING SUCCESS, AND INSPIRED BY ITS INCREASING POPULARITY, ANTOINE DECIDES TO MANUFACTURE THEM HIMSELF. PRODUCTION STARTS IN THE MID-1960’S. 

FOLLOWING A TRIP TO EUROPE, ANTOINE RETURNS TO BRAZIL WITH THE LATEST WIG DESIGNS; DESIGNS THAT WERE PREVIOUSLY USED ONLY BY A FEW MEMBERS OF THE UPPER CLASS. TESTING THE PRODUCTS IN HIS SALONS, ANTOINE DISCOVERS THE WIGS ARE MET WITH OVERWHELMING DEMAND AND ARE AN INSTANT SUCCESS. 

THE THIRD AND LARGEST ANTOINE’S LOCATION OPENS. ANTOINE IS A PROMINENT FIGURE IN BRAZIL, PIONEERING THE BEAUTY INDUSTRY BY HOSTING A SECTION OF A WEEKLY TELEVISION SHOW DEDICATED TO SHOWING CONSUMERS THE NOVELTIES IN COSMETICS, STYLE, AND BEAUTY.

ANTOINE’S OPENS A SECOND LOCATION IN THE HEART OF SÃO PAULO’S MOST SOPHISTICATED SHOPPING DISTRICT. THE INCLUSION OF SERVICES NOT NORMALLY OFFERED IN A HAIR SALON AT THE TIME MAKES ANTOINE’S A UNIQUE AND MULTIPURPOSE DESTINATION. 

WITHIN FOUR SHORT YEARS, ANTOINE’S BECOMES A HOUSEHOLD NAME AND A BENCHMARK SALON IN BRAZIL. ANTOINE’S ELECTRIFYING PURSUIT OF THE LATEST AND THE GREATEST IN THE FASHION WORLD BOLDLY SEPARATES HIM FROM HIS COMPETITION.

ANTOINE PASOS TAKES HIS INITIAL STEPS INTO THE BEAUTY AND FASHION WORLD WHEN HE OPENS HIS FIRST BEAUTY INSTITUTE IN SÃO PAULO UNDER THE NAME ANTOINE’S. SUCH A DEVELOPMENT MARKS THE FIRST ACT IN WHAT WILL BE A LONG LEGACY OF FASHION FORWARD CHOICES FOR THE PASOS FAMILY. HIS HAIR SALON’S TOP-QUALITY SERVICE DISTINGUISHES HIM IN THE MARKET. 

ANTOINE IN SÃO PAULO

PRAÇA DA REPÚBLICA, SÃO PAULO, 1930