Challenge

In 2018, Evelyn + Bobbie set out to disrupt the bra market with an engineering-first design promising unmatched comfort and support. The challenge: earn consumer trust in a space long dominated by traditional brands and highlight the new True Complexion color palette — crafted to match and celebrate seven diverse skin tones — at a time when true inclusivity was still rare in intimates.

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Solution

The campaign concept celebrated skin tone inclusivity through color-forward, minimalist visual storytelling. Layered monochromatic backdrops were designed to match each True Complexion color way, showcasing the models as if they were confidently stepping out of a frame — a metaphor for breaking free from outdated lingerie standards.

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Casting was intentional and inclusive, featuring a wide range of body types and skin tones. As with all Evelyn + Bobbie campaigns, no body retouching was used, emphasizing authenticity and body positivity.

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I led the creative direction across concept development, art direction, casting, production, and execution, ensuring the final work felt bold, elegant, and true to the brand’s engineering-first ethos.

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Result

This bold, authentic campaign firmly positioned Evelyn + Bobbie as a forward-thinking alternative to traditional underwear brands. Importantly, it marked the brand’s first major push into the Knickers market, expanding beyond their original focus on their signature bra.

 

The campaign elevated brand awareness, strengthened consumer trust, and fueled rapid growth. By celebrating real bodies and dramatizing engineering-driven comfort in a visually stunning way, the campaign helped define EB’s creative identity and set a new benchmark for inclusive, modern intimate apparel marketing.

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