This campaign is a joyful celebration of a modern woman's right to comfortable underwear. In the past, women have thought skimpy meant sexy, but we wanted to shout out to the women who demand fabric that cover their arse, and underwear that doesn't ride up.

 

Inspired by Monique Brumby's glorious article in Mamamia about her Parisiennes', and the huge social media response, this campaign sprung from a genuine truth about the underwear itself.

 

We were lucky to work with a cast of wonderful women spearheaded by Kate Ritchie, who was fabulous, modern and definitely in charge. 

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BTW - You know you've got a good line when people ask to buy the t-shirt!! 

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The results for the campaign were fantastic, and far exceeded client expectations.