Knix Crowdsources Models for Body Positive Campaign

Intimate apparel is for everyone and that makes inclusivity a vital part of advertising. Though once a homogenous perception of beauty was the norm, many working within the industry have pushed boundaries to dismantle the impossible standards of yesteryear in favor of a more realistic approach. With the need to celebrate body diversity in mind, apparel brand Knix and newly-appointed global brand ambassador Ashley Graham have launched the exclusive Ashley Graham x Knix collection. Leading with the belief that self-acceptance is always a good look, the platform features a combination of the sleek imagery often used in similar campaigns with the candid feel of casual snapshots with friends. The campaign leads with a statement on the intentionality behind the platform, noting that “We want this to be more than just a lingerie shoot” and “By casting real women with backgrounds and identities that aren’t typically seen as ‘sexy’ and capturing them at their most sensual and empowered, we’ll show that what’s really sexy is embracing your sexuality.” To that end, rather than relying on traditional means to recruit, Knix and Graham chose the other models after sending a casting call directly to Graham’s audience. This lineup includes Carly Compton, Korrina Estrada, Tatiana Plascencia, Arielle Estoria, and Indi Robinson. Beauty in inclusivity Created in partnership with marketing and production company 19th & Park, the integrated promotional campaign enlisted Dana Scruggs for photography, leaning into the creator’s record of highlighting the versatility of beauty through revealing and emotionally vulnerable portraits. Scruggs’s career includes work for Rolling Stone, ESPN’s Body Issue, Town & Country and New York Magazine, and is known for rendering a number of unforgettable images that prize authenticity. “It was an honor to work with not one, but two powerhouses disrupting the apparel space with a body-positive message for women,” Tahira White, co-founder and president of 19th & Park, said in a statement. “It was the kind of campaign that always gets us excited, where representation and inclusivity go far beyond the campaign message; it embodies the very people who are creating it—from the talent we cast all the way to the creative partners we bring on behind the camera.” CREDITS: Client: Knix Founder & CEO: Joanna Griffiths Creative Director: Dave Barber Design Director: Jules Power Director of Communications: Emily Scarlett Director, Influencer Marketing & Partnerships: Michelle Adams Associate Creative Director: Nicole Stafford Project Coordinator: Victoria Findlay Production Company: 19th & Park Co-Founder & President: Tahira White Executive Producer: Monica Victor Head of Production: Morgan Saunders Line Producer: Ashley B. Carey Production Coordinator: Sharik Atkinson Photographer: Dana Scruggs DP / BTS Video: Nick Perron-Siegel 1st/Lighting Director: Diego Bendezu 1st AC: Baha Gurel 2nd Photo Assistant: Nuvany David 3rd Photo Assistant: Lance Charles Digi Tech / VTR: Isan Monfort Savage X Fenty Goes Vibrant With Second Pride Collection

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Knix Crowdsources Models for Body Positive Campaign Advertising New Collection With Ashley Graham

The intimate apparel brand tells consumers that self acceptance is always a good look

Sara Century

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