Known for their lingerie heritage and style over the past century, Gossard welcomes a new chapter with their “I Am Enough” campaign, celebrating all bodies, inner confidence and diminishing outdated beauty ideals.
As a brand that has catered to the evolving female body and empowered women to feel confident and stylish with their trendy, innovative designs (that, let us add, do not compromise on their fit), their new campaign follows a 2020 UK Government Survey which revealed 60% of women feel negatively about their body. What’s more, with 57% of adults admitting to never or rarely seeing people who look like them reflected in images within the media, it is prevalent now more than ever for brands to adopt more inclusivity into the imagery they put out.
The campaign might showcase the brand’s most iconic and best-selling styles, but the real spotlight is placed on the three models as they display the important message of confidence: I AM ENOUGH. Working to inspire women to support the bigger conversation around more diverse representation of women, I Am Enough sparks conversations about slashing beauty standards so all generations can experience their own version of body confidence. Echoing the Gossard ethos, a celebration of women and sisterhood, encouraging females’ freedom to be who they want to be and wear what they love.
From this latest campaign and beyond, Gossard takes pride in prioritising tradition, comfort and fit to satisfy all women’s tastes and needs, Daniella Vincent, the brand’s Head of Marketing says: “Confidence comes from within, and it’s from that place that everything flows. It’s not the lingerie itself that gives you confidence, it’s all about how it makes you feel.” Describing the company’s rigorous process when testing products on all different shapes and sizes, “Gossard is designed by women for women” Vincent says, she continues: “Years of design and heritage have gone into making our bras what they are today, and hours of design and fit work goes into making Gossard bras not only beautiful and sexy but comfortable and sophisticated.”
It has been an absolute honour and privilege to work on the I Am Enough Campaign and see it come to life. Showcasing our lingerie on a variety of women is refreshing, breathing new life into the brand. I hope the campaign inspires people everywhere to feel and embrace their confidence from within.Daniella Vincent, Head of Marketing at Gossard
Keep your eyes peeled as the campaign doesn’t end there, each model will also be sharing their favourite Gossard lingerie styles, beauty visions and tips – and we just can’t wait!