Another reason we love Knix! The innovative intimates brand has a message to share with the world: women over 50 still exist, and they are as sexy, confident and badass as ever.
Launching just in time for International Women’s Day, Knix is releasing its new campaign video exclusively featuring women from age 50 to 81. Produced to Demi Lovato’s hit song “Confident,” the campaign is a continuation of Knix’s mission to capture the elegance and strength of all women. “Society as a whole has pretended that women over a certain age don’t exist,” says founder and CEO Joanna Griffiths. “We wanted to celebrate women of all ages and really honour the fact that we’re beautiful at any age.” The video features a variety of core products, including the WingWoman Contour Bra, Evolution Bra, the new LuxeLift Pullover Bra, and the LuxeLift Every Bodysuit. Also highlighted are Knix’s signature leakproof and essential underwear in a selection of cuts and colours, as well as the brand’s first ever lace collection that launched this week.
Says Griffiths: "We’re incredibly proud to be leading the charge toward age inclusivity and to demonstrate that you can be a lingerie model at any age, whether you are 18 or 81. We all deserve to be celebrated and we all deserve to be seen.” —Vita Daily
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