Dive Brief:
- Clothing and shapewear brand Spanx launched its first-ever brand campaign across London this week, per a company announcement.
- Created as a celebration of the multifaceted modern woman, the campaign centers around body activist, author, model and beauty brand founder Charli Howard.
- Photographed by Cass Bird, the campaign and its focus on individuality of style, will be seen across London's tube stations, including prominent locations such as Oxford Circus and Tottenham Court Road.
Dive Insight:
Spanx timed its first campaign to London Fashion Week, which runs Friday to Tuesday.
“The United Kingdom has always been a priority market for us,” Misha Nonoo, chief brand officer for Spanx, said via email. “Not only have we had an office in Oxford Circus for 6 years, but we also have a growing apparel business with key UK retailers including Selfridges, Net-a-Porter & Harrods.”
The campaign also comes as the company undergoes changes. Earlier this month, Spanx named a new CEO in Cricket Whitton, who was previously the company’s president and chief growth officer. At that time, the brand also named Jeanne Jackson as its executive chair.
That came about two and a half years after investment firm Blackstone acquired a majority stake in Spanx, in a deal that valued the shapewear brand at $1.2 billion. In the years since then, Spanx has been on a path of expanding its brick-and-mortar presence as it continues to seek out consumers where they shop. A series of pop-up locations opened in New York City, Washington, D.C., Miami and London in the fall.
With headquarters in Atlanta, Spanx is now sold in over 50 countries worldwide. While known for its collections of intimates and shapewear for women, Spanx also offers casual and dressy apparel, denim, swimwear and activewear.
The Spanx campaign comes as other brands launch campaigns of their own. Sneaker brand Hoka in 2022 launched its first global campaign, dubbed Fly Human Fly, which coincided with the launch of a new running shoe. Running gear brand Tracksmith debuted an unconventional campaign last year in the form of an 83-minute film of a runner out for their Sunday morning jog — called Church of the Long Run. And E.l.f. and actor Jennifer Coolidge teamed up for a series of comical spoofs that promoted the brand’s new lip kit.
