Online lingerie company ThirdLove launches first national campaign

By

Gabriella Lacombe

Published
Sep 10, 2018

Online bra and underwear brand ThirdLove has launched its first national campaign, titled “To Each, Her Own.”

A collaborative work between the lingerie brand's in-house creative studio and Partners & Spade, the new campaign boosts ThirdLove's image as a brand dedicated to a diverse audience of women. Both the campaign's photo ads and national TV commercial feature non-professional models of different body types, ages and ethnicities selected by a street-casting agency, and every part of the campaign was directed and shot by women. 

The campaign's title, "To Each, Her Own" puts a feminine spin on the phrase “to each, his own," emphasizing the brand's message of inclusivity and reinforcing its image as a company interested in serving the universal needs of women. 

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"We want women to look at our campaign and see themselves in the women depicted," said Heidi Zak, ThirdLove’s co-founder and co-CEO, in a release. "Our goal is to represent women in a way that feels grounded, relatable and universally understood.”

Andy Spade, co-founder of Partners & Spade and ThirdLove board member, further stressed the campaign's focus on a message of female empowerment. "To Each, Her Own is a large statement that celebrates women’s individuality in a way that has never been done before," he said. 

To promote the campaign, ThirdLove encouraged women to share unedited photos of themselves on social media with the hashtag #ToEachHerOwn.

Currently, the underwear brand has over 250 employees and continues to operate online. The start-up brand gained popularity for its use of half-cup sizes and bra molds dedicated to different breast shapes.