For more than 60 years, DIM has been helping men and women in their own emancipation creating innovative concepts, to get more freedom of mind (behavior – irreverence) and body (freedom of movement) while offering trendy products adapted to their way of life.
10 years after “DIM 50 ans de mode et de liberté” book release, the brand is now focusing on its core value “Freedom” - which is celebrated through the brand campaign named “I AM FREE”.
A decade of innovations
The « I am free » brand campaign returning to the traditional values, freedom while introducing young women walking to the streets of Paris and its fashion values with disregard.
Dim launched « Soft Touch », a new freedom for men: « Perfect support without tightening. Does not leave any marks.
Dim launched Generous tights
to enhance curves!
Fashion and well-being decade
Dim Body Touch: A real freedom!
Dim Body Touch are first tights with soft waistband which does not leave any marks on skin.
A Dim innonvation enhancing freedom.
« Product of the year award winner».
Dim released a new innovation lingerie concept: a wireless bra which naturally shapes the breasts.
You are free!
Dim releases Body Touch « The first seconde-skin supporting bra».
A new seamless lingerie concept softly shaping and covering the bust.
Beautiful people: Lingerie as fashion accessory.
A new lingerie we can wear as outwear.
Dim girls are walking down the streets.
Dim was the first brand to launch capsule collection with fashion designers: Paul & Joe and Isabel Marant.
These collaborations are part of the brand DNA.
Dim released Sublim, Up bras
Dim released a new generation of beauty and care tights.
The Up bras
Dim has democratized and invented a new product concept:« Up bra is providing new breathe to your breasts».
Dim has invented modern and fashion multipacks with an innovative packaging combining seduction and cotton.
Sublim, a new speech for women's legs.
A more sophisticated feminity: the sheer tights concept with a new elasthane fiber.
Dim launched « Voile Lycra© » and introduced the sheer tights comeback.
« Merci » Ad Campaign
A « Glory to women»
advertising which stroke the end of 80s.
Years of diversification
Dim launched DIAM'S, DIM UP and men’s underwear
« Breasts coming-back »
Dim begins with a new approach to tight body and takes part to femininity, the fashion of the time.
A revolutionary tights with lycra©, treasure of creativity and technology.
Men’s underwear launch
Dim liberates men’s body. For the first the time, Men can be natural and free in underwear with specific black and white color code for more virility.
« Dim très mâle - Très bien ».
Dim embodies « Complicity in relationship ».
The decade of tights
« DIM embodies complicity between mother and daughter ».
In each movie, Dim is representing freedom of spirit and body, both linked to freedom of movements which was very significant to the brand.
The « ta ta tatatata » legendary melody is the signature of the brand. This music is played with the « Girl’s band ».
1958 - 1970
The beginning of the « Saga Dim » - A new freedom with the « Girl’s band » representation.
Dim tights are the symbol of freedom,
while accompanying women’s liberation and becoming a fashion accessory thanks to the miniskirt.
Publicis and Marcel Bleustein-Blanchet meeting:
« The Bas Dimanche » became « DIM ».
Bernard Giberstein was producing fancy and affordable seamless stockings: « The Bas Dimanche »