Every Body is Beautiful | Underwear Spring Summer ’22 Campaign
The campaign was developed in close collaboration with the renowned photographer Carlota Guerrero, who is currently one of the most sought-after creators in the industry.
March 2022
Company
Inditex
Collaboration
Carlota Guerrero
Art Director – social media, campaign newsletter, digital lookbook
Scope: Creative direction, social media strategy, inclusive visual representation. – Focus: Gender stereotypes, body inclusivity and diversity in underwear advertising. – Deliverables: Social media creative direction, campaign newsletter and digital lookbook.
The underwear industry has long been dominated by narrow and often unrealistic beauty standards, perpetuating gender stereotypes and limiting representations of feminity. For Lefties, this campaign was an opportunity to rethink and redefine how women’s bodies are portrayed, particularly on social media, where visual narratives are at their most influential and immediate.
Slogan: Every Body is Beautiful
Under this unifying message, Lefties crafted a social media campaign that positioned the body not as a product to be sold, but as a symbol of autonomy, identity and beauty in all its forms. The campaign sought to dismantle gender stereotypes in the underwear category by making softness, strength, sensuality and vulnerability accessible to all identities.
Working closely with Carlota Guerrero, known for her ethereal yet radicual visual language, the brand grounded the creative in authenticity and visual poetry. Carlota’s lens gave the campaign an emotional depth and naturalism that made each image feel honest and intimate.
Tactics included:
–Editorial storytelling with reels and long captions discussing body politics, identity and representation. –Inclusive casting, featuting models across a spectrum of body types, ethnicities, ages and gender expressions. –Natural, unretouched imagery to emphasize skin texture, tattoos, scars and stretch marks–presented not as flaws but as beauty.
Social Media: –Developed a cohesive visual strategy reflecting Carlota Guerrero’s aesthetic and the campaign’s inclusive message, –ensured aligment across Instagram, Tiktok and Youtube. Aligned paid and organic content strategies for cohesive storytelling and performance. –Curated a visual and tonal consistency that balanced artistry with accessibility.
Newsletter: –Designed a clean, editorial layout aligned with the campaign’s visual tone. –Crafted concise yet powerful messaging that frame the campaign as both a launch and a statement. –Featured curated campaign imagery, key product highlights and a link to the full lookbook. –Achieved above-average open and click-through rates compared to previous brand campaigns.
Lookbook: –Designed the visual curation and content layout of the loobook section on Lefties’ site. –Balanced fashion narratives with e-commerce usability to support product discoverability. –Created a scrollable, immersive experience that echoed the softness and radical beauty of the campaign visuals.
Recognized internally as a milestione campaign for shifting visual identity and tone-of-voice.
Every Body is Beautiful was a commitment. Through thoughtful art direction, bold collaboration and a socially-conscious approach to storytelling, Lefties reshaped how Inditex communicates with the world.
We didn’t just sell a product; we helped shift a paradigm.