Women over 50 are the big forgotten in advertising campaigns. And when it comes to highlighting underwear, it's even worse, they are simply invisible! A Canadian lingerie brand has however decided to reverse the trend by proposing a positive body campaign highlighting women aged 50 to 81. This blow of freshness even has a name, #EveryAge, all ages in French.
#EveryAge: stop the invisibilization of women aged 50 and over
Do women's lives end when they turn 50? According to the advertisements, the answer is yes. Because as soon as they pass the fateful mark of 50 years, women gradually disappear from the screens... They therefore become confined to advertisements for urinary leaks, stairlifts and hearing aids. Sad vision of women!
To put an end to this youthism and bring a new vision of women over 50, Knox, a Canadian lingerie brand, had a brilliant idea. That of devoting an advertising campaign to women aged 50, 80 and much more.
On the occasion of International Women's Day on March 8, she unveiled #EveryAge, a refreshing campaign showing women aged 50 to 81 in their underwear.
First observation, beauty has no age! Second observation, women seem much happier and fuller of life at this age than what the usual advertisements show. Knix then explains:
An ode to the freedom to live and exist of all women that does a world of good. Hoping that other brands follow this approach.
Our Knix favourites
The goal of #EveryAge, beyond giving visibility to women over 50, is also of course to introduce the Knix lingerie brand. So we reviewed her latest collection. And here are our exclusive favourites.
1 - The sculpting bodysuit
The sculpting bodysuit is ideal when you want to wear close-fitting clothes, particularly tight dresses, while maintaining a feeling of comfort. We liked the discreet but original color of this model.
See this product
2 - High-waisted briefs
Maximum comfort and a retro look with these lovely high-waisted briefs.
See this product
3 - Printed panties
Want to spice up your underwear a little? Treat yourself to this spring model to wear with a white, pink or green bra in particular.
See this product
4 - Panties with lace insert
Comfort and sensuality, that's what these very pretty panties with lace insert offer us. The lingerie brand has therefore understood everything!
See this product
5 - The nude bra
It is discreet under our transparent dresses and blouses, the nude bra is a must.
See this product
6 - The lace thong
No, the thong has not gone out of fashion. This very elegant model caught our eye. How do you find it then?
See this product
The lingerie brand Knix has definitely struck a blow with #EveryAge, a refreshing campaign that is a true ode to freedom!
