It’s Who I Am – Fantasie changes the face of lingerie advertising

February 2020 marks the official launch of a ground-breaking campaign by leading large cup specialist brand, Fantasie, challenging the portrayal of Gen X women in the media and on the high street. The campaign entitled “It’s Who I Am” sees the brand lead with a campaign film sharing the stories of five women in this age band. Recent insights reveal almost 70% of females 45 and over say they feel ignored by the high street* and only 1.9% of Gen X models were featured in SS2018 advertising campaigns**.

And this despite numerous studies that Gen X women are amongst the best educated and most proficient employees in their professions but equally trailblazers as independent self- starters. They are also more likely to be financially secure and have confidence and self-acceptance in both who they are and their abilities. Furthermore they have the greatest spending power of all generation groups.

Fantasie has ripped up the rule book by focussing on the personalities of these five women – Sam Chapman, Karen Williams, Charlotte Broadbent, Lauren McDermott and Catherine Summers – who have shared their stories and their attitudes to life. There is neither a single item of lingerie in sight nor a celebrity focus but the women are all fuller cupped and wearers of Fantasie Lingerie!

The campaign will run from February through to April across Fantasie’s social channel and be supported online with imagery, video and product videos available to retailers to use on their own websites. Coinciding with the new SS2020 Fantasie launches (Frances, Impression, Ana and Tamara), “It’s Who I Am” is also being supported with a media partnership across Woman & Home, (and also Woman&Home.co.uk) and Marieclaire.co.uk.

Wacoal’s Europe’s Chief Marketing Officer, Laura Simon, comments on the new campaign: “For years, Fantasie has supported women and although we know a great fitting bra can make you feel amazing and ready to face the world, not every woman wants to pose for a photo in her lingerie. We accept that. It’s Who I Am” captures a feeling, a self-acceptance, an attitude that exudes confidence and contributes to general wellbeing. These things are important to us and we want to share that feeling so people can see. To be able to do a campaign featuring Gen X women, an audience that is so under represented in today’s media landscape is such a great moment for our brand and we hope you enjoy the work.”