A non -requested opinion of a friend, a stranger on the street, even from the family at some point. Women face all kinds of value judgments daily by the clothes they wear. This is what bases the new campaign of Tezeniswith which the brand criticizes prejudices and launches a call to authenticity.
Have you ever hesitated between comfort and what “is supposed” what should you carry?
Issued by the Agency Modern fucking“Underwear vs. exterior opinion” aims to demonstrate the comments and judgments Those who face women when we get underwear. “Have you ever hesitated between comfort and what “is supposed” what should you carry?”, The brand wonders in a statement.“Underwear should not be subject to foreign opinions”
To communicate it, the campaign will show in the shop windows exterior From their stores some phrases that reflect the value judgments that women receive. “If you go with lingerie, you want theme“,”Wearing underwear makes you less feminine“, either “High panties are grandmothers”, Are the criticisms that are included in the garment tagsnext to the temperature, ironing or washing recommendations.
“Tezenis bets on trust and authenticity”, Points the brand, linking the campaign message with its products. Thus, it ensures that it does not matter the type of interior garment that is taken, because the important thing is feel good with the same. “We want each woman to listen more to her inner voice and less external opinions that impose beauty and style standards”
With “underwear vs. exterior opinion”, the brand belonging to the Oniverse Group (former Calzedonia), transferred consumers a message authentic which connects with a universal feeling of its clients. It is an honesty exercise that claims more inner voice and less exterior opinion in an industry that is working to recover the welfare emotional Among your priorities.
Other brands that dress and feel good
The fashion industry is facing great challenges since the end of the pandemic. To the consumption awarearising from excessive purchase habits, have followed demands of sustainability In large production chains, and also the need for reconnect with the consumer.
Users now have more information, they care more about business practices, and demand more communication transparent and true. Therefore, brands are beginning to respond with campaigns such as Tezenis, or the shoes brand ASICS launched a few months ago.
Designed by the Agit8 agency, “Move your body, move your mind” It is a call to the welfare of sport against competitiveness that usually surrounds it. The brand puts the focus on the benefits of exercise for the well -being and mental and emotional healthwith a spot that celebrates the serenity and simplicity of the movement.
