- To celebrate the history of « Top Liberty », the « Triangle of Freedom », while avoiding nostalgia and anchoring Miss Lejaby in the present
- To remind a public accustomed to poor-quality triangle bras of the high quality of Maison Lejaby’s undergarments
- To create a unique and original discourse surrounding the freedom of women that is adapted to our era
There is no freedom without support. There is no support without quality. There is no freedom without quality.
IN THE DIGITAL AGE
6 colors between April and September 2017 = 6 statements accompanied by 15-20 second videos
=> LAUNCH: APRIL 2017
As of April: a statement (1 color) on the topic of freedom = quality release every 3 or 4 weeks.
“To be free is to choose quality”
DIFFUSION OF THE VIDEOS – TO CREATE A COMMUNITY AROUND MISS LEJABY
The women in our videos have a strong influence (clout factor) on our target group through their social networks: women between 35-55
With an affinity for our target audience
E-magazines, women’s magazines, fashion magazines
Posting of the videos on social media networks and on our customers’ websites