Look at this: Dianes Lingerie’s transparent event

Seven fashion models ranging in age from 20 to 50 walked downtown Vancouver last week clad in black underwear and see-through designer clothing. Billed as a “live fashion event,” the stunt was meant to drive awareness and increase traffic for Dianes Lingerie, a Vancouver retail store. “The idea is that when you wear a Diane’s […]

Seven fashion models ranging in age from 20 to 50 walked downtown Vancouver last week clad in black underwear and see-through designer clothing.

Billed as a “live fashion event,” the stunt was meant to drive awareness and increase traffic for Dianes Lingerie, a Vancouver retail store.

“The idea is that when you wear a Diane’s bra you feel so confident that you might want to show off your bra,” said Mia Thomsett, copywriter at Dare, the store’s agency.

“They came to us looking to get their name out and get women thinking about getting properly fitted bras… Our brief was to make a splash around the city.”

Diane Thomson, the store’s owner and founder (pictured in purple above), has been in business for 28 years, and said while she has fit three generations of women in her store (and continues to do so), her target customer is 26- to 55-years old.

The tag-line for the campaign, which will include transit advertising in the fall, is “Bras you want to show off.”

Local fashion designer Jason Matlo (pictured above in denim) created seven different outfits for the event, which will take place again Oct. 1.

“It was important to show women who weren’t skinny 15-year-old models,” said Thomsett. “We made sure that we had real women of varying ages and sizes going about their day – taking the bus, getting lunch at the food court or going to Starbucks with their friends.”

Brands Articles

MasterCard sponsors Stand Up To Cancer Canada

PR event asked Torontonians to publicly stand up for loved ones

Mercedes-Benz tells a great story with a car canvas

Automaker commissions Nova Scotia artist to paint vintage Mercedes

Time for marketers to abandon the safety of the high ground (Book excerpt)

Engagement in the age of tribes means engaging face to face – and pissing the right people off on purpose

Subway Canada gets crafty with new ad campaign

The quick service restaurant touts the art of crafting the perfect sandwich

Crafting small market identity with big market marketing

Shock Top captures a little craft beer identity in a bottle

How to break blind brand loyalty

A new study unveils how brands can disrupt tech habits and win new consumers

Campbell Company of Canada names new president

SC Johnson vet Ana Dominguez takes the helm, replacing Philip Donne

Watch This: Canadian Tire talks to parents about back to school

Moms and dads share a few thoughts (and a few tears) on their kids' first day of school