Lingerie boutique’s new campaign features customers in underwear

The models starring in the Pandora' Box underwear advert

Left to right: Jade, Sara and Julia

Now, let’s get one thing straight – all women are real women, including models. However, not all women look like models. In fact, most of us don’t, so we love it when the lingerie industry eschews models in favour of its customers in its advertising campaigns.

Curvy Kate is famous for it, running its Star in a Bra event annually to find the new face of the brand. Ultimo has just launched a competition to find customers to star in its latest campaign, and Lancashire based lingerie boutique Pandora’s Box has just finished shooting a new promotional video starring three of the store’s customers.

The decision to go down the ‘real women’ route was taken because the store found that most of its customers couldn’t relate to the perfect images of women in underwear provided by the boutique’s lingerie brands. So instead they decided to find three women who reflected a cross-section of their customers in age, shape and size – and they had a hugely enthusiastic response, says Katie Givens, part owner of Pandora’s Box.

‘We were so excited about producing this video. Not only for ourselves, but for the ladies we have chosen. It’s wonderful for their confidence, and to see them so happy to represent our shop and themselves as real women is fantastic.’

The three stars of the campaign include Sara Ainscow, 31, who is 34 weeks pregnant with her third child. ‘Being the face of Pandora’s box, gives me the opportunity to empower other pregnant women, showing that our bodies are not only beautiful, but also just as sexy when expecting!’

Julia Lyons, 42, is another of the video’s stars, and for her the process was about learning to love the scars left by cancer surgery. ‘Being chosen as the face of Pandora’s Box is a chance to confirm to myself there is beauty behind the scars,’ she said. ‘Four years ago I was wearing scarves, polo neck jumpers, big necklaces, anything to hide my surgery scars because I was disgusted by them. Not anymore.  Those scars saved by life and I am as proud of them as I am my wrinkles, bumps and lumps, because they are me and being me is now enough.’

For 19-year-old second-year student Jade Forshaw, it was also about that all-important confidence boost. ‘I’m not a super skinny girl, but I’ve always been brought up to love my natural, healthy curves. Becoming the face of Pandora’s Box has boosted my confidence in my figure and given me a chance to show it off!’

The video is due to be released on Youtube shortly, and we’ll definitely be showcasing it here on Fashion Bust. Can’t wait to see it!



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