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Knix conducts brand campaign

Women’s underwear brand Knix has begun a new advertising campaign called “Age Doesn’t Matter,” timed to coincide with International Women’s Day. The creative features women who range in age from 50 to 81. The campaign includes an online video produced by Montreal director Soleil Denault, accompanied by social media activities. It promotes a range of the company’s products, including the WingWoman Contour Bra, Evolution Bra, the LuxeLift Pullover Bra and the LuxeLift Every Bodysuit.

“The inspiration for this campaign is pretty simple,” said Knix CEO Joanna Griffiths. “Society as a whole has pretended that women over a certain age don’t exist. We wanted to celebrate women of all ages and really honor the fact that we’re beautiful at any age. I’d love for the broader industry to take notice and finally recognize that it’s time we really celebrate women of all ages. 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.”

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