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
Inditex
Creative Director – social media, campaign newsletter, digital lookbook
Carlota Guerrero
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1–Overview
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 for the website
2–The Challenge
The underwear industry has long been dominated by narrow and often unrealistic beauty standards, perpetuating gender stereotypes and limiting representations of feminity. For Inditex, 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.
I was tasked with creating a socially and visually resonant campaign that could:
–Challenge traditional gender norms in fashion,
–Promote inclusivity and diversity across body tipes, ethnicities and identities,
–Connect with a new generation of values-driven consumers,
–And do so without falling into the trap of performative allyship or tokenism.
3–Concept & Creative Direction
Slogan: Every Body is Beautiful
Under this unifying message, I 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, we 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, scars and stretch marks–presented not as flaws but as beauty.
4–Execution
Social Media
–Develope a cohesive visual strategy reflecting Carlota Guerrero’s aesthetic and the campaign’s inclusive message
–Ensure aligment across Instagram, Tiktok and Youtube. Aligned paid and organic content strategies for cohesive storytelling and performance
–Curate a visual and tonal consistency that balanced artistry with accessibility
–Write long-form captions discussing themes of body politics, identity and softness beyond gender
Newsletter
–Design a clean, editorial layout aligned with the campaign’s visual tone
–Craft concise yet powerful messaging that frame the campaign as both a launch and a statement
–Feature curated campaign imagery, key product highlights and a link to the full lookbook
–Achieve above-average open and click-through rates compared to previous brand campaigns
Website Lookbook
–Design the visual curation and content layout of the loobook section on Inditex’s site
–Balance 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
5–Qualitative Impact
Garnered widespread praise in fashion media and activist communities for authentic representation.
Sparkled dialogue across comments and reposts, with messages of appreciation from individuals who felt seen for the first time in a major fashion campaign.
Recognized internally as a milestione campaign for shifting visual identity and tone-of-voice.
6–Reflections
Every Body is Beautiful wasn't just a campaign—it was a commitment. Through thoughtful creative direction, bold collaboration, and a socially-conscious approach to storytelling, we reshaped how Inditex communicates with the world.
We didn’t just sell a product; we helped shift a paradigm.