AJOUR is an exquisite synergy of temptation and technological craftsmanship. The brand was founded in 2004, through the shared vision of the couple Vitaly and Tetiana Novitsky and seeks to blend masculine and feminine views on lingerie, not only enchasing women's sensuality but also instilling confidence. A premium lingerie brand emerged from these ideas and it accentuates femininity and provides comfort to every woman.


Over the years, we have gained popularity and captured the hearts of women worldwide, encouraging them to love their bodies. Lingerie shapes self-perception, touching the most intimate aspects and awakening the most secret fantasies.

AJOUR, a creative fashion brand, has a successful 18-year history.

The AJOUR woman is elegant and sexy, knowing what she wants from life and how to achieve it.


AJOUR's philosophy

AJOUR's philosophy promotes uncompromising confidence. Sophisticated lace lingerie is suitable for everyday wear, not just special occasions. It turns every moment of life into a pleasant experience, inspiring woman to enjoy her reflection. For us, it's essential to have a visual component and complete comfort. We strive for every woman to achieve harmony, living her life without limitations and without doubting her appearance.

2005 - 2007

Our seamstresses underwent training in Paris to better understand all the details of creating women's lingerie. Already in our first collection were seamlessly blended classic and contemporary elements inspired by French grace and sophistication, that tempt and add a festive touch to our everyday lives.

From the start we made our brand known at the international exhibitions like Salon International de la Lingerie and Lyon Mode City, showcasing our collections on the runway. From that point on, AJOUR has been recognized at professional exhibitions as a trend-setting brand, not only in lingerie but also in debut lines of loungewear, swimwear and beach accessories. We expanded our range to include the WIN men’s underwear line with a focus on male comfort.



International recognition fueled our desire to evolve and we tirelessly explored directions to unleash our potential. This led to the birth of the new lingerie brand Bretelle for girls - vibrant and bold, with a touch of passion and lightness.
Participation at the Curve New York exhibition allowed us to expand our influence not only in the European market but also in the American market.


We actively participate in international exhibitions and shows such as Interfiliere in Paris, International Tradeshow in Miami (where we showcase new swimwear and beachwear collections), Torino Fashion Match 2023 in Turin, and Salon International de la Lingerie in Paris to stay abreast of current trends and compete with key lingerie brands.

During this period, we obtained the ISO 9001 certificate and successfully underwent Oeko-Tex certification. We've added new clothing lines to the Bretelle brand and currently operate an online store along with a nationwide offline network comprising 29 salons.

We’ve come a long way since our founding and remain true to our philosophy, continue to create sophisticated lingerie, swimwear and loungewear. Our products accentuate the beauty of every woman through the embodiment of daring ideas.