The New Knix Lingerie Campaign Features Only Women Over 50

by Maddison Glendinning

International Women’s Day 2020 is fast approaching – and Canadian intimates brand Knix is celebrating with a groundbreaking new campaign. Released today, the lingerie campaign features real women between the ages of 50-81. The brand posted an open casting call on social media and received more than 500 applications.

“The inspiration for this campaign is pretty simple: society as a whole has pretended that women over a certain age don’t exist,” Joanna Griffiths, the founder and CEO of Knix said in a statement. “We wanted to celebrate women of all ages and really honour the fact that we’re beautiful at any age.”

She continued, “I’d love for the broader industry to take notice and finally recognize that it’s time we really celebrate women of all ages. In the post Victoria’s Secret era, the messaging and imagery at the core of the lingerie industry needs to change.”

This campaign was shot by Montreal-based director Soleil Denault and the accompanying video is soundtracked by Demi Lovato’s Confident. The clip opens with the words “50 is the new” before focusing on a group shot of the women (wearing some of the brand’s key styles) with a text overlay that reads “Who gives a f*ck.”

Catch it in full below:

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For #InternationalWomensDay, we have a message for the world. We’re done with women over 50 being treated like they’re invisible. Women over 50 still exist. And they’re as sexy, confident, and badass as ever. At Knix, we try to live every single day like it’s International Women’s Day. It’s always been right there in our mission statement: that we believe it’s time all women lived totally, unapologetically free. And we mean ALL women. Today we’re asking you to do one thing. Share! Share this video with your friends, your mom, your sister, your aunt, your daughter, your husband. Everyone. Everyone who would feel empowered by this message and the song brought to you by the one and only @ddlovato. Here’s to women. Of every age? #knix #EveryAge #IWD2020 #InternationalWomensDay

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This isn’t the first time the brand has featured real women. “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,” says Griffiths.

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