Wacoal Presents "Wearable Art": The Secret Stories & Beauty Within the Embroidery of Salute Lingerie

With its delicate embroidery and distinctive worldview, Salute lingerie shines as a truly unique presence within the innerwear market. Wearing it, you'll feel as though you're draping yourself in a work of art.

Every time a new collection is released, Salute attracts attention for its creative designs that embody a unique theme and worldview. How exactly is this allure created? And what keeps so many enthusiastic fans captivated?

This time, we spoke to Sayaka Kojima, Salute Brand Manager at Wacoal Corp., to discover what makes Salute so irresistible.

Born in 1979: A Brand that Embodies "Dramatic Sexy"

Salute, a brand by Wacoal, is famous for its sexy and luxurious designs—so much so that it has developed a passionate fan base. Despite its modern vibe, Salute actually debuted in 1979.

"Salute was created in 1979 as a brand for engaging face-to-face with customers at Wacoal specialty stores, and began selling lingerie in 1983.

"Originally, we started with nightwear, but began offering lingerie in response to customer demand."

Salute lingerie captivates all who see it, maintaining its status as a coveted brand among women for decades. Some may think gorgeous lingerie is only for grown women, but with Salute, women of all ages are drawn in by their dreams and aspirations.

"In terms of major direction, I believe Salute has never deviated from its core.

"As suburban areas have grown to include station malls and fashion buildings over time, the places and channels for buying lingerie have diversified, prompting gradual changes in both function and design."

Anchored by its brand concept—"Dramatic Sexy"—Salute's image of sexiness remains consistent, appealing to women across generations.

This is likely because Salute lingerie effortlessly fits the aspirational image of "sexy" that women from every era admire. When did this image become so firmly established?

"Salute's brand concept has remained unchanged through the years.

"We've designed every collection around 'Dramatic Sexy.' Of course, the idea of what 'sexy' means may shift with the times, but Salute's stance as a brand for women who enjoy expressing all sides of themselves has stayed steady within Wacoal. I believe this unwavering approach is why Salute is loved across generations."

The Stories & Beauty Found Within the Embroidery

No discussion of Salute's allure would be complete without mentioning their dedication to embroidery.

The brilliantly ornate and delicate embroidery decorating Salute lingerie is unique to the brand, showcasing a different look with every collection.

"We put our utmost effort and dedication into embroidery every time. The more thread colors we use, the more costly it becomes—but we meticulously finish every detail to express the essence of Salute's world.

"For the threads, we select the most dazzling among metallic options to enhance their sparkle and luxury."

To ensure every woman can wear Salute beautifully, appliqué placement is adjusted for each size. The embroidery isn't just a single color—layering shades creates beautiful depth and dimension.

"Instead of just one color, we combine multiple shades to add depth and shading, making each flower look three-dimensional. We carefully pick threads from thousands of color samples, refining every detail to achieve the perfect balance of highlights and shadows.

"We don't compromise on other materials, either. With a focus on how the fabric drapes and the beauty of every curve, as well as the smoothness of the material and slits, we strive to select the highest quality fabrics."

Another thing that Salute fans look forward to is the theme of each collection. The upcoming 2025 Spring/Summer Collection is reportedly inspired by fairy tales beloved across the globe, such as Grimms’ Fairy Tales and Andersen’s Fairy Tales.

"In order for our customers to enjoy every season, we draw inspiration from movies and books we encounter, as well as the atmosphere of that particular moment."

Once we find a theme that intrigues us, we dive deeply into it and expand the story before translating it into a design.

Becoming a Work of Art to Wear

Every time a new Salute collection is announced, it becomes a hot topic. Most recently, the collaborative lingerie with "The Rose of Versailles" supervised by Riyoko Ikeda and unveiled in 2022 caused a huge sensation.

"What stood out to me was seeing fans of the work come into stores and passionately talk about the Salute worldview. Even for the revival project, we received so many comments on social media, which truly showed the enthusiasm of our fans."

Salute is not just about "wearing"—it’s a brand that lets you experience the joy of ownership. These pieces are so beautiful, you’ll want to keep them close, even if you don’t wear them every day.

Salute has always held a special place for many women, and that mission will remain unchanged moving forward.

"Our customers who love Salute cherish what makes the brand unique. That’s why, while keeping our core identity firmly in place, we want to continue evolving in tune with modern values and diversity.

"To remain the 'Salute that’s always in demand,' we’ll keep treasuring the excitement sparked by our themes and the innate beauty of our designs when worn, always delivering beautiful lingerie going forward."

Lingerie isn’t just something you "put on"—it’s art to wear and savor. We invite you to immerse yourself in Salute’s world and feel it against your skin. It’s sure to add a little sparkle to your everyday life.