In time for National Lingerie Day, lingerie brand Curvy Kate is launching a new groundbreaking advertising campaign, ‘Uplift Your Life’, as part of their new strapless launch.
Departing from the traditional focus of serving the male gaze and hiring supermodels with unattainable bodies, Curvy Kate celebrates the launch with the beauty and diversity of women of all shapes and sizes. After an extensive national search, the brand has found five finalists who will serve as the faces of the campaign, representing a spectrum of body types and backgrounds.
The campaign kicked off with a nationwide ‘model’ search which garnered an overwhelming response, with over 1000 entrants eagerly vying for the opportunity to redefine beauty standards within the lingerie industry.
A staggering 87% of these entrants revealed that their breast size significantly influenced their clothing choices and entrants overwhelmingly associated words like ‘uncomfortable’ and ‘unsupportive’ with traditional strapless bras. It was this feedback that propelled Curvy Kate to create a new strapless bra designed specifically to cater to the needs of fuller-busted women.
The top 5 finalists have now taken part in a SS24 campaign photoshoot for the summer strapless range where female beauty, empowerment and wellness were at the forefront and not outdated and sexualised advertising of lingerie. Here’s what Curvy Kate had to say:
“We are incredibly proud of our Top 5 finalists and the profound impact they’ve had on our campaign and community,” said Rachel Jenkins, Managing Director at Curvy Kate. “Their stories resonate with women everywhere, showcasing their positivity, confidence and self-love. We aim to inspire and uplift women through sharing their journeys as well as creating well-fitting and confidence-boosting lingerie for every body.”
