It's getting hot this season: Until the end of April, Swiss lingerie and swimwear label Lioa Lingerie will be hosting an in-store pop-up at the traditional Maison Gassmann at Poststrasse 3 in Zurich.
We're ringing in spring with an enticing pop-up from Swiss lingerie and swimwear label Lioa Lingerie. Beautiful underwear that is not only sexy but also comfortable - that was the mission of founder Michèle Krüsi, and that's why she completely dispenses with uncomfortable underwire and unnecessary padding in all her designs. Until the end of April, you can discover a curated selection of lingerie & swimwear in our boutique.
For over 140 years, we have stood for outstanding style, a close bond with our exclusive clientele, and a unique shopping experience. With this pop-up, we aim to complement our range of high-quality clothing with attractive lingerie & swimwear, thereby introducing an existing clientele to a cool, modern Swiss label, but also to appeal to a slightly younger customer base.
"Lingerie should be both sexy and comfortable"
This season, our assortment is complemented by enchanting lingerie and swimwear. Content Creator and founder of Lioa Lingerie, Michèle Krüsi, tells us more about her own label in an interview.
Before Lioa, you had already been self-employed and successful as a creator for several years. What motivated you to found your own fashion label and focus on lingerie and swimwear?
On the one hand, I wanted to bring more variety into my daily life as a creator, and on the other hand, I was looking for a new challenge. Since I personally don't wear underwired bras and found the selection on the Swiss market to be very limited, the idea arose to found a lingerie brand that focuses on comfortable, yet sexy bralettes. My goal with Lioa is to combine both, so you can wear your lingerie comfortably during the day but also be ready for a date in the evening, if necessary, without having to change. Later, swimwear was added because many customers asked for it, as they appreciated the fit of our lingerie so much.
Who wears Lioa Lingerie?
I often say: "Women like me." And that's true, because my brand is closely connected to me as a founder – I am the face of the brand, and many customers come from my community. They are mostly younger, self-confident women with a passion for fashion and the beautiful things in life. But especially at pop-up stores, our clientele is much broader, which is super exciting.
How do you think Lioa Lingerie and Maison Gassmann go together?
We are proud to be hosted at Maison Gassmann – because the high-quality and carefully curated offering perfectly matches our fashion-conscious brand. I am convinced that Maison Gassmann's assortment will ideally complement our bikini looks for summer 2025.
You founded a successful Swiss fashion label – what was your personal biggest milestone in that process?
For me, every new collection is a big milestone. And every time I receive and try on the first samples of a new collection or see them on our models, I get butterflies in my stomach. Our pop-up stores are, of course, always important highlights as well. Normally, we are only available online, but pop-up stores give our community the chance to experience and try on our products live before purchasing. That's why I'm particularly looking forward to our next pop-up at Maison Gassmann.
"I believe that beautiful lingerie gives you a wonderful feeling – especially when you wear it just for yourself and no one else gets to see it. For me, it's a form of self-care to buy and put on beautiful lingerie – just like that, just for me."
Michèle Krüsi
CEO & Creative Director
Lioa products at Maison Gassmann
