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Knix is taking its commitment to female empowerment to the next level.
In honour of International Women’s Day, the Canadian intimates and apparel brand unveiled its latest campaign designed to celebrate women over 50. Knix, determined to showcase the beauty, strength and elegance of women at every age, worked with Montréal-based director Soleil Denault to create a powerful video featuring models between the ages of 50 and 81.
“The inspiration for this campaign is pretty simple: society as a whole has pretended that women over a certain age don’t exist,” said Knix founder and CEO Joanna Griffiths in a press release. “We wanted to celebrate women of all ages and really honour the fact that we’re beautiful at any age.”
The brand took to social media to recruit models for the revolutionary video and received more than 500 applicants from women eager to participate in breaking the mould for mature women in media. The end result features 13 diverse women confidently posing in Knix’s core products, which include their WingWoman Contour Bra, leakproof underwear and its brand new lace collection, set against Demi Lovato’s hit song “Confident.”
Griffiths hopes the campaign will mark a turning point in the fashion world and ignites change to normalize, celebrate and highlight women over 50.
“In the post Victoria’s Secret era, the messaging and imagery at the core of the lingerie industry needs to change,” she explained. “Knix has been leading that charge since 2013 when we pioneered the first ‘Real Women in Knix’ campaign. Over the years, we have featured more than 1,000 women of all ages in our campaigns. We’re incredibly proud to be leading the charge towards 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.”
The campaign earned the brand praise on social media from women across generations who have been eager for change and representation.
“Life changing video and post...I’m turning 58 in two weeks and I’ve been feeling a little jumpy about it, but this video and message just put a huge smile on my face,” one follower wrote. “I think I can just embrace it and enjoy it now...We are beyond fortunate to grow older and yet we are kind of punished for it (especially women). I’ve felt self-conscious about the physical changes as they happen. I truly don’t want to look at it this way. I don’t want to feel angst. I want to feel beautiful.”
“I’m tearing up! This is it people! I’m loving this vibe and I’m a women in my 40s and I will never be invisible - and neither will my sisters! I see you all!” another added. “My shoulders will never slouch again [and] I will never be ashamed of who I am or what I have become!”