Expertly crafted since 1999
Simply Be Lingerie relaunch
As the brand relaunched its lingerie category, including the redesign of key styles, I saw an opportunity to use its heritage as a reason to believe in its expertise. ‘Expertly Crafted Since 1999’ became the foundation for the relaunch, highlighting the design expertise behind the collection and its inclusive size range.
Rather than creating a one-off campaign aesthetic, I developed a repeatable visual language and content pillars to give the lingerie category its own identity as part of the wider relaunch. The system was later adapted for ‘Expertly Crafted Denim’ and continues to inform imagery and content across both key categories, creating a more cohesive creative language for the brand.
Creative and Art direction: Nicole Gledhill & Sasha King
Photography: Cleo Glover
Copy Writer: Marnie Buckley
Stylist: Gemma Harrison
Producer: Meg Burdett
Dop: Ellen Offredy
Models: Noa, Sona, Rebecca, Minoya