Eurovet (EN)

A new language for lingerie! #2

30 October 2017

This year, the best known lingerie brands are changing their communication styles.

With Maison Lejaby, Vanity Fair, Aubade and Freya.




Placing fashion at the heart of communications

Maison Lejaby was the first brand to change the way it communicates.
Overturning established codes, the brand has adopted a strategy featuring more fashion-forward visuals.
The photographer, Matthew Brookes, was commissioned to take a series of natural-looking black and white shots.
Updating the image of intimates, Maison Lejaby has quickly distinguished itself from competitors.







Creating lingerie for women

Vanity Fair has started aiming to attract women’s attention, rather than men’s.
With this in mind, the brand has launched a communication campaign which focuses on how women see themselves and the way they view their bodies.
By repositioning the brand with a more fashion-forward and glamorous approach, Vanity Fair gives women a central role in collections.



Innovation from Freya lingerie

The brand is surrounding itself with celebrities and creating podcasts for women to listen to on their way to work.
“When life gives you melons”, is an 8-part series hosted by the TV presenter, Maya Jama. An opportunity for exchange, during which influential women chat about a range of subjects and share their professional and personal experience.
Added bonus: listeners can use the #MelonsPodcast hashtag to join in the conversation on social networks.
Though funny and light-hearted, the podcasts tackle serious subjects: well worth a listen!

 It’s here! 


No more lessons from Aubade!

#parlezvousAubade or #SpeakAubade is replacing the brand’s ubiquitous Lessons in Seduction.
From now on, the brand is aiming to teach us the language of Aubade: body language!
A discrete change in direction, with a campaign that is aimed, above all, at women!


Which brand will be rethinking communications next? Chantelle! Watch this space…



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