Generations

ICONS FOR THE GENERATIONS

THE STORY OF GENERATIONS

Quality awareness is a mindset that is often passed on from one generation to the next. If a brand or product is consistently dependable and durable, and meets or exceeds discerning standards, trust is slowly built. Once that trust is formed, we will be able to recommend it to the next generation. Thus, the love for a brand can also be passed down through generations. Some things become family traditions – for example, a mother buying her daughter her first bra from HANRO.

ICONIC HANRO

'Cotton Seamless', 'Grand Central', and 'Woolen Silk'. These iconic styles by HANRO have gained a loyal cult following and embody the voice of the brand. They blend the inimitable, puristic, and timeless design language with quality and durability. They are style icons that can be recommended from one generation to another.

So much more than just a camisole: a high - quality classic. It embodies its own attitude , and is unique ly timeless in its simplicity.

DISCOVER COTTON SEAMLESS

Much more than a nightshirt: Inspired by the glamour of the past, this boyfriend shirt made of soft modal and silk is interpreted as a modern yet timeless design.

DISCOVER GRAND CENTRAL

Much more than just a turtleneck: a versatile luxury basic that exudes timeless elegance and sophistication.

DISCOVER WOOLEN SILK

Less is more: For us, understated luxury means sustainable, high - quality, natural materials, meticulous craftsmanship, and timeless designs.

DISCOVER MEN'S DESIGN CLASSICS

HANRO TIME CAPSULE

A JOURNEY THROUGH TIME

Since our founding in 1884, we have captured the spirit of each generation with in our collections. This has resulted in iconic collections that reflect the values of generations and shape the HANRO brand yesterday, today, and tomorrow.

HANRO is considered a pioneer of the circular knitting machine and created a completely new wearing experience. Undershirts made from elastic tricot fabrics were an absolute novelty in 1884 and were particularly popular with modern women in Paris and London. With the soft, double - ribbed knitted underwear HANRO liberated women from the corset and thus made a fund amental contribution to emancipation.

In 1913 Coco Chanel, fashion icon and designer, recommended wearing simple HANRO tank tops under her groundbreaking elastic jersey dresses because HANRO undergarments were considered very stretchy and comfortable. Icons like Sarah Bernhardt and dancer Isadora Duncan swore by HANRO.

The new and exciting body - hugging: the knitted slip - on pants with elastic waistband were a revolution in the 1920s . It was a completely new concept for women. This delicate elastic underwear completely changed the undergarment wearing experience . Knitwear was the fabric of modernity.

Madeleine Kriesemer - Handschin, granddaughter of the company's founder, was a designer who left a lasting mark on the style of HANRO lingerie creations. She travelled to Paris, Cannes, Nice, and St. Tropez, to study fashion and was inspired by the latest trends. Her cuts and colour schemes were innovative and modern. She created a world first: lightweight, invisible brassière undershirts.

In 1936, women skiing in pants was a revolution. The design of the knitted turtlenecks and elegant swimwear by Madeleine Kriesemer - Handschin, granddaughter of the company's founder, bears witness to her unerring instinct.

In 1951, in an era dominated by a traditional image of women, the Swiss author and women's rights activist Iris von Roten became the advertising manager at HANRO. She was an aesthete on all levels and was always very fashionably dressed. She enjoyed working in the fashion industry.

Icons that defined the brand: Famous models such as Marcus Schenkenberg, Linda Evangelista, Carla Bruni, and Andie McDowell have been in front of the camera as campaign models for HANRO.