#OverthrowUnderwear : Chantelle breaks all the rules of lingerie

Masters in elevating women, Chantelle has been capturing hearts through its refined and minimalist collections since 1876. Now with a new manifesto #OverthrowUnderwear, the label has started a revolution, changing the way women approach lingerie, and fighting to change perceptions in favour of comfort. Their modus operandi? A campaign fronted by strong women, full of modern femininity.

It’s a commandment that’s enshrined in their new campaign, #OverthrowUnderwear where the house is giving the stage to photographers, models, artists and actresses from all walks of life, including Parisians Louise Follain and Lila Cardona, offering them the opportunity to interpret their vision of lingerie in their own way. It’s a campaign that gives center stage to the Soft Stretch underwear, Chantelle Lingerie’s most successful line of one size underwear: stitch-free, stretchable pieces, designed in a super-soft, comfortable material in a panoply of colors. But here’s the catch: these pieces come in just one size that fits women of every shape and size, adapting to the wearer’s body and not the other way around. It’s the perfect example of a movement that breaks convention to give women the last word.

Chantelle overthrow lingerie codes by introducing a new brand spirit : Overthrow Underwear. The campaign features Soft Stretch, . Soft Stretch was designed to overthrow restrictions women currently feel with their underwear. Minimalist and comfortable, fitting women of all shapes, Soft Stretch is the product manifestation of what it means to Overthrow perceptions or feelings about Underwear.

Overthrow Underwear is a social campaign rooted in openness and collaboration. Challenging conventional ways of designing, marketing, buying and wearing lingerie, the campaign features young creators in photography, art, and film, interpreting the campaign and making it their own.

Dorothée Marcus

Media Mania

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About Chantelle

Chantelle specializes in creating perfectly fitting and high-quality lingerie designed to protect beauty, in all its forms. Lingerie is not just a hidden garment under your clothes. It is the foundation of every outfit you wear. The right lingerie makes your clothes look better and it makes you feel more comfortable. Combining its heritage of innovation with strong design expertise and a contemporary vision. Chantelle is inspired by today's versatile woman and the power of diversity.