A lingerie firm of New Zealand origin has launched its autumn-winter campaign featuring nine very different women, who are as they are, without a bit of photoshop. We show you!
The position of the firm before the canons of beauty is clear: bet on a real woman, individual and that feels comfortable in your body. And, indeed, the concept of a real woman encompasses every one of the women, regardless of their physique. The question is to show the body as it is, without the need for photo retouching or any mask that modifies reality, with its virtues and its defects.
That philosophy was already evident at the end of August, when the firm launched two images of Lena Dunham and Jemima Kirke, protagonists of the series Girls, carrying their designs in their apartment and, of course, without filters. The choice of both to show their lingerie was a statement of intent by the firm: the two are clear references to the battle to break the ideal of established beauty. These two images were part of the Lonely Girls project, which also involved other women from different parts of the world.
Now, his fall-winter campaign Nine of a Kind has already seen the light and like the Lonely Girls project will give much to talk about. Discover it in our gallery!
The protagonists? Nine women of different races and ages, who show their body without any artifice. Scars are welcome and the peculiarities of each, too. The mission of the campaign and the firm is twofold: it is not only a matter of showing your designs but of breaking with the way in which the lingerie has been shown up to now. “Through these intimate portraits of nine inspiring women, we celebrate our differences, our ages, our bodies, our different histories, those that make us what we are.”
Of course, that commitment to naturalness is also reflected in his designs, which are pure and without fills. Lingerie pieces that, for the most part, lack push up or frills. Its motto is the comfort of the woman and not the intention to be sexy for another person. If you have wanted more, we also leave you the images of the Lonely Girls project, which we talked about at the beginning. Surely they do not leave you indifferent!