Italian luxury lingerie brand Cosabella is transitioning to be inclusive of all people. A true lingerie innovator, Cosabella has always stood out as a leader in the intimate apparel category by being the first in the 1980s to offer lingerie in fabrics such as mesh that were never used before, coining the term No More Visible Panty Lines popularizing the thong, adding bright colours to lingerie and finally, offering extended sizing for women of all shapes and sizes.
Now, it is poised to mark another first in the industry and usher in a new era with the expansion of its product lines, styles and sizing to help empower all people who wear Cosabella to connect with confidence in their truest self. As part of this next step, they will offer lingerie and loungewear in new sizing categories beyond women’s wear to all people regardless of shape, shade, identity, age, and gender. This will soon include sleepwear, swim, and intimates designed for the male body form.
“When my parents immigrated to the United States from Italy and founded Cosabella nearly 40 years ago, they never dreamt they would reach such a broad range of customers,” said Silvia Campello, co-CEO of Cosabella. “We’ve always been inclusive to all women and a part of every moment of her life from teen, to bridal and maternity. It was a natural progression for the brand to be inclusive of all people so everyone can embrace every aspect of their body, identity and spirit when wearing Cosabella.”
“Since this brand was founded, we’ve had a history of challenging the industry to shift how they cater to different bodies and remove the barriers for self-expression associated with body image, sexual identity, gender and age,” said Guido Campello, co-CEO of Cosabella. “After 4 decades, we’ve organically evolved past thinking about women’s wear and have finally reached the point of progress as a society. It’s a beautiful time.”
To mark the beginning of this exciting new era, Cosabella teamed up with renowned branding agency King & Partners, who embraced Cosabella’s storied legacy to develop a new brand strategy and identity that stays true to the label’s commitment to high quality and refinement, while celebrating the expansion of its audience and product offerings. An earthy and gender-neutral colour palette is paired with a suite of elegant logomarks – including a reinterpretation of Cosabella’s iconic bow – to be deployed across all brand touchpoints, from product and hangtags to packaging and lookbooks, in-store and digital, advertising and social media. King & Partners also art directed the new Cosabella campaign accompanying the rebrand. Shot in Bedford, NY by acclaimed fashion photographer Kat Irlin, the editorial-style photo campaign features models of all every shape, shade, identity, age and gender, in a true celebration of the brand’s new mission.
