Feels Like Triumph
A brand platfom built on women's feelings
Marking our partnership with world lingerie leader Triumph, we launched “Feels Like Triumph” – a bold new platform reintroducing the brand to modern women rooted in the powerful insight that if you ask a woman about her bra, she will tell you about her life.
While the lingerie category has evolved quickly over the last decade, it has remained largely skin-deep – but Triumph goes deeper. Since 1886, the brand has understood the intimate connection between lingerie and a woman’s sense of self – designing not just for the body, but for the woman within it. This legacy culminates in the new platform, ‘Feels Like Triumph ‘ – a complete overhaul of the brand’s visual and strategic identity. Entering this new era, Triumph lays claim to a more emotional, truthful personal space of women’s feelings that is often overlooked.
The platform debuts with “Charlie,” a 30-second film that offers a window into the emotional reality of the modern bra shopper. The film centers on an intimate relationship between a woman and her bra that understands her “more than [her] therapist”. It shows that a great bra is far more than an object; it is a tool that unlocks the full spectrum of as beautiful, complex and relatable feelings as the women who wear them.
