Triumph has unveiled a new brand vision, after a research project with 20,000 women found them averse to companies promoting unrealistic stereotypes.
The SS22 season will see the intimate apparel brand release a new #It'sPersonal campaign, featuring a diverse lineup of female models.
The brand will also launch a variety of Shape Smart styles to market, with 35 size variations regardless of bust size or body shape.
This includes the Triumph Flex Smart line, an adaptable underwear concept that features a non-wired bra, temperature-regulating fabric, non-crease cups and an infinity edge neckline that makes it invisible under clothes.
Triumph Australia head of marketing Alana Jones said brand transformation is necessary to remain relevant.
“It is the natural changes that take place in society and culture that inspire the brand to keep up,” Jones said.
“The world does not stand still, and neither should Triumph – women’s lives, attitudes, wants and needs are forever developing, and as such, brands need to move and adapt alongside them.”
The research and concept testing involved 20,000 female respondents around the world, with key criteria around how self-perceptions and needs have changed over time.
Jones said the findings revealed women no longer wish to subscribe to brands promoting toxic or unrealistic body stereotypes.
“Our vision is to strive for a world where all women can embrace their individuality wholeheartedly,” Jones said of the brand transformation strategy.
“It is all about fostering an individual connection and emotive experience with our consumers, through each and every touchpoint that they come into contact with.
“From the products they purchase, the images they see, through to their purchase experience, both online and in-store.
“We want to create a consistently memorable consumer journey by being distinctive, inspirational and relevant.”