Every year at the start of the year, the French look forward to “Mois du Blanc.” But do you know why this sales period is called that? What kind of deals can you find during this time? Are only white items on sale? In short, we’ll tell you everything about this quintessentially French tradition.
What is White Month?
"Le Mois du Blanc" is a period of discounts on bedding and household linens. It’s the perfect opportunity to replace your duvets, pillows, duvet covers, sheets, pillowcases, and more. So take advantage of these great deals to update your bedding without breaking the bank.
When does White Month take place?
White Goods Month takes place every year in France during the month of January. After the holidays, stores and online retailers of bedding and home linens kick off the new year with great deals on home goods. This year at Maison de la soie, this sale period begins on January 11 and ends on February 7, 2023.
What are the origins of “Mois du Blanc”?
A nod to the monarchy
One theory about the origins of the Month of White dates back to the French Revolution. In the aftermath of the war, factories in the city of Cholet—one of the strongholds of the textile industry at the time—decided to introduce a promotional period. The goal was to revive their business, which had been severely impacted by the various battles.
A variation on this story holds that in 1900, a famous singer, Théodore Botrel, composed the song “Le mouchoir rouge de Cholet” in tribute to the death of a royalist fighter from the Vendée, Henri de la Rochejaquelein. He was wearing three white scarves, which were stained red with his blood as he came under fire. Capitalizing on the song’s success, a manufacturer from Cholet came up with the idea of creating a red-and-white handkerchief. He sent it to the singer, who promoted it. Thanks to this, these handkerchiefs became an instant hit. Manufacturers then decided to offer a discount period on products from their spinning mills. Since white was the color of the monarchy and Louis XVI had been executed in January, the name was a natural choice!
A brilliant marketing campaign
Finally, the third story—the best known—dates back to 19th-century Paris. The creation of “Mois du Blanc” is attributed to Aristide Boucicaut, owner of the famous department store Le Bon Marché. To attract customers after the holidays, he decided to fill his empty shelves with home linens at rock-bottom prices. This marked the beginning of the winter sales. In this version of the story, “white” refers to the color of linens—which were mostly white at the time—as well as the snow that covered the streets of Paris in January. 
Today, the name “Le Mois du Blanc” has stuck. But don’t worry—as trends have evolved and the color palette has expanded, it’s not just white that’s on sale.
Le Mois du Blanc at Maison de la soie
Discounts on silk bedding
Silk is rightly considered a luxurious natural material. So take advantage of Le Mois du Blanc to buy silk bedding at a lower price. Duvet covers, sheets, pillowcases, and even bedding sets—now is the time to treat yourself.
Discounts on silk pillows and silk duvets
Silk pillows and silk duvets can be quite a significant investment. They’re handmade, the raw material is expensive, and the benefits are exceptional. So, to make it easier to treat yourself, “Mois du Blanc” comes at just the right time!
Discounts on silk accessories and pajamas
At Maison de la soie, there’s no such thing as a good night’s sleep without silk pajamas, a sleep mask, a nightcap, and a night cream! And since the Month of White celebrates well-being in bed, there’s no reason why our other silk items shouldn’t be on sale, too. Take advantage of this opportunity to invest in silk for a good night’s sleep without breaking the bank.
Treat yourself to the luxury of silk at an affordable price
Take advantage of White Month to discover our silk bedding sets, pillows, and silk duvets. Elegance and comfort have never been more accessible.
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