Fleur du Mal’s Knicks-themed lingerie got an unexpected lift when Kylie Jenner’s first courtside appearances with Timothée Chalamet helped turn a blue-and-orange set into a talking point far beyond the arena. Jennifer Zuccarini said the reaction was a surprise, but the brand has already had to restock the style at least once.
The timing mattered. The New York team was in the NBA finals for the first time since 1999, and the brand’s All Star Demi Bra and Cheeky Panties fit neatly into the city’s basketball moment. That made the search around who is timothee chalamet part of a broader burst of attention that reached well beyond fashion circles.
Zuccarini said fans first started noticing the set after Jenner’s image was reposted during last year’s playoff run, when someone wrote, “Knick lingerie is crazy!!! You got a real one @RealChalamet.” She said, “It was fun,” but the bigger point was that the attention came from a celebrity sighting and the internet energy around it, not from any planned sports marketing push.
The set did not stay in one corner of the celebrity ecosystem for long. Jordyn Woods wrote “Obsessed” on Instagram last week while sharing panties embroidered with fiancé Karl-Anthony Towns’ jersey number, and Ana Zortea, the partner of Miles “Deuce” McBride, wore the style under a low-cut top in a recent courtside video. Both moments helped keep the item in circulation as something worn, posted and noticed, rather than just sold.
Zuccarini said the brand’s own meetings have started to overlap with the playoff talk, including the kind of joke that turns a lingerie fitting into a basketball recap. She said she would love to see Spike Lee in the brand’s men’s silk pajamas at a game, and said the company would happily make them in Knicks colors just for him. For now, the unanswered question is not whether the set caught on — it clearly did — but how far that attention can go beyond one restock and one viral run of courtside photos.
