Online lingerie company ThirdLove launches first national campaign
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.
"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.
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