You may not know it yet, but Knix is about to be your new favorite brand.
Knix specializes in intimate apparel (aka bras, underwear, and lingerie) that is wire-free. Yup, the days of underwire? They’re long gone. They already feature models of all shapes and sizes, and now they’ve entered another frontier: models over 50!
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Welcome to the new age of Knix.
“We’re done with women over 50 being treated like they’re invisible. They do exist. And they’re as sexy, confident, and badass as ever,” they said on their website.
Anyone else feel like pumping their fist in the air right now?
Shooting the campaign was an incredibly special experience.
Knix decided to shoot their first-ever behind-the-scenes campaign video . They teamed up with director Soleil Denault to shoot a campaign that celebrates the forgotten: the beautiful, powerful women over 50 in our society.
The campaign stars real women from ages 50 to 81!
Come through, queens!
Knix put out a casting call earlier this year, and the response was overwhelming: over 500 women applied to be a part of history.
They wound up with models from all backgrounds, ages, and sizes.
It was crucial the crew was female.
The models, crew, and director were all women.
“Celebrating women doesn’t just mean providing visibility on screen, but empowering them behind the scenes too,” they said on their website .
The final campaign clearly celebrate the female body in a totally respectful, loving way.
For Knix Founder and CEO Joanna Griffiths, this was long overdue.
“I’d love for the broader industry to take notice and finally recognize that it’s time we really celebrate women of all ages,” she said in a press release.
It’s time for things to change.
“In the post Victoria Secret era, the messaging and imagery at the core of the lingerie industry needs to change. Knix has been leading that charge since 2013 when we pioneered the first ‘Real Women in Knix’ campaign.”
Knix is on the frontlines of inclusivity in fashion.
“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.”
They decided to do the campaign for International Women’s Day.
For 2020’s IWD, they are making a big statement: women’s lives do not stop when they turn 50. In fact, their lives get bigger, better, and more beautiful.
50 isn’t the end — it’s just the beginning.
The campaign features some Knix classics.
Many of the models sport the Wingwoman Contour Bra , Evolution Bra , and the new LuxeLift Pullover Bra .
The best part: none of them have the dreaded underwire. Those things are uncomfortable at any age, let’s be real.
The models were extraordinary women.
Joanna said, “Every single one of them is just owning their superpower which is being genuine and authentic to who they are.”
As for the models themselves? They were so excited to be there.
The campaign clearly had an effect on them.
“I’m really looking forward to this. I’m ready to show off! Bring it on!” model Elizabeth Robbins, 75, said on set.
I’d call that a mission accomplished. Happy International Women’s Day, everyone!
