French manufacturer of stockings. Since 1989 it has been part of Sara Lee, the giant American manufacturer of tights. It was established in 1953 by Bernard Gilberstein, aimed at a middle-to-high market segment. There are three reasons for the success it has had since the 1970s, and for the volume of sales which allowed it to expand production to include men’s and women’s underwear: first, a partnership with Publicis, the advertising agency belonging to Marcel Blustein, whose TV campaigns were always successful; second, the jingle by Lalo Schiffrin which became so popular it was whistled in the street; and third, the fashion for tights, helped especially by the arrival of the mini-skirt.