US – E-tailer Everlane has launched a new campaign that exalts simplicity in lingerie. The new range, which includes bras, briefs and boxer briefs, was spearheaded by a group of female employees at the company who were tired of overtly sexualised, uncomfortable fits and wanted to create cotton garments that feel good.
‘Underwear should be simple, but for some reason it never is,’ states actress Jemima Kirke who features in the campaign. Alongside the campaign video, the brand has launched an underwear manifesto that explains its desire to design lingerie for the women who will be wearing it. ‘Underwear should be made for you. But for decades, it’s been designed with someone else in mind.’
In line with Bare-It-All Branding, there is a shift away from the traditionally idealised approach to underwear advertising towards more honest campaign imagery.