Comfort is also fashion, it is also style, and it is also confidence and self -expression. It is an idea that more and more women defend and that Women’secret embraces in their new advertising campaign, with which he releases his new collection of underwear, which has already reached stores.

The Grupo Tendam brand expands its narrative close to the reality of women with “feeling comfortable feels incredible”, a new campaign devised by the Pingüino Torreblanca agency. With it not only puts the comfort of the new garments in the center of their message, but continues to build its positioning by presenting as a brand that understands the needs of the consumers and embraces the new ways of understanding fashion.

This idea expresses in a spot that, in black and white and a minimalist aesthetic, shows a young woman wearing sports underwear and getting rid of heel shoes, a symbol of how new generations are detached from what generates discomfort or that, even, is now conceived as an aesthetic imposition element.
The piece that has had Bosalay production.

“To present this new collection we have created a campaign that aesthetically reproduces the usual cliché of the fashion catwalks and the spots of haute couture underwear, but with a sound detail that makes it very clear that, to feel beautiful, it is not necessary to go uncomfortable: although the women walk barefoot, their steps sound as if they wear heel shoes”, They explain from the agency.

The campaign consists of other shorter audiovisual pieces that are mainly activated in digital and social channels. With them, Women’Secret deems the idea of ​​what style and comfort are not opposite concepts, but can be combined. Reflection of this is a piece in which a young woman uses a running tape while wearing a lace set.

In addition, the campaign consists of graphic parts at point of sale. It will be executed in Spain and Portugal, and also has a English version for franchised countries.

“Feeling comfortable feels incredible” continues with the speech adopted by the brand a few years ago and has opted to portray women’s daily life or even criticize some of the industry’s conventions. Along these lines, in 2022 he launched “luck that I left you behind”, a campaign in bolero format that talked about the discomfort caused by many underwear garments, and with “Desombinadas”, of 2023, explained that wearing the underwear at their matching is just a matter of advertising.