This new underwear campaign captures the modern woman

There really is no questioning the credentials and authority of underwear brand sloggi. The internationally renowned brand has been around since the 70s, and has recently teamed up with Dazed Studio to create a campaign for its premium line, S by sloggi – designed to show off pieces from its SS18 collection in an environment more relatable than the cliché, dimly-lit boudoirs too often seen in underwear shoots.

“With this joint visual campaign, we want to set a new tone in premium bodywear,” explains sloggi’s global head of marketing Nick Tacchi. “(We want to show) that underwear can be sophisticated, carefully crafted, yet provide true comfort to today’s modern woman.”

A handful of charismatic models have been cherry-picked to represent this “modern woman”: there’s Marine Dandoy, who fits her studies of art restoration in alongside various modelling jobs, Georgia Palmer, a rising star, and Athena Wilson, a seasoned beauty lauded for her unique look. Rounding off the cast is Felix Prabitz, a male model who, this year alone, has walked for the likes of Lanvin, Alexander McQueen and Balmain.

Alongside classic pieces, the campaign features standout looks from the ‘Serenity’ and ‘Silhouette’ ranges, which celebrate softness, smooth materials and shapes, and reinterprets them with flashes of lace and mesh. As the summer months (finally) roll in, it’s never been easier to look slick and feel great.

See more of the S by sloggi collection on the sloggi website.