Ludique by Ruxandra Gheorghe SS13 – Madame Pogany

“As a little girl I loved to draw and imagine characters and wonderlands I could reach and therefore the magic started to come to life. My passion for creation manifested then through the dresses I began to make for my dolls using my mom’s sewing machine. I remember that I could barely touch the treadle sitting on the brim of the chair.” says Ruxandra Gheorghe, owner of Romanian lingerie brand Ludique.

Ruxandra explains that Ludique derives from the latin word ludus and embodies the duality of the female spirit, seductive and feminine, but always surprising and most of all free.

Her creations are fine and precious, as a second skin, the lingerie is created only with high-quality fabrics and trimmings integrating cutting-edge designs combined with elements from Romanian art and mythology. The products are created and handcrafted in limited edition and convey the Underwear as Outerwear trend through a diverse range of lingerie items reflecting femininity, sensuality, spirituality, sophistication and boldness. “Proudly made in Romania with love and care.” concludes the designer, on her website.

The images you see are the ones that promote the SS13 campaign and the lookbook of the collection.  The source of inspiration was Brancusi‘s Mademoiselle Pogany, this project having been both a personal and nationalistic statement for Ruxandra, one imbued with her allegiance to Romania and her devotion to Brancusi.

In Brancusi’s Mademoiselle Pogany sculptures, Ruxandra saw something universal — the sensual essence of every woman. “I wanted to bring to light the milady, the modern courtesan, the muse in every woman,” she said. “Pogany was one of the great passions of Brancusi … and I see it as a tribute to femininity that is precious, tough and intimate. Therefore I’ve created the lingerie, as I see it, for the Mademoiselle Pogany in each woman.” Lingerie Talk

To realize that vision, she mixes delicate fabrics and geometric cutouts, with plenty of criss-crossing elastic straps that serve to define and accentuate a woman’s curves.

“This collection incites the feminine spirit to cherish and reveal her own sensuality,” Ruxandra said, “and sustains the affirmation of femininity with versatile lingerie pieces that can be worn in privacy and also as outerwear.”

In the ambitious, theatrical photo campaign that accompanies the new collection, Mme Pogany is shown as an alluring, royal figure complete with an elaborate tiara-like headpiece created for the shoot by Romanian artist Mioara Fulga. Veiled in sheer tulle and swaddled in velvet, silk and lace, this depiction of Pogany is both sensuous and mysterious — and a little decadent.

That too, is deliberate, since it’s an image that conveys Ludique‘s essence as a brand, Ruxandra said.

Ludique is not just lingerie,” she said. “It is a state of mind, a second skin which veils the body, a deserved indulgence, an empowering garment like a sensual affirmation that makes women feel good in their body.”












SS2013 ‘Madame Pogany’ Campaign

Lingerie: Ludique

Model: Delia Tudose

Photographer: Vali Barbulescu

Make-up Artist: Alexandra Craescu

Hair-Stylist: Nika Karp

Tiara: Mioara Fulga

Location: Centrul Shakti

Info via and

Images via

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