Tu Fashion
Creative campaign development and art direction for Tu Lingerie's 'Get Real' campaign. Challenging traditional beauty standards and outdated perceptions of women's bodies, the campaign championed body positivity, inclusivity and authentic representation, celebrating real women, real bodies and lingerie designed for every shape and size.
Behind the Brief
For decades, lingerie advertising had been dominated by unrealistic beauty ideals, often telling women how their bodies should look rather than celebrating them as they are.
As part of Tu's wider 'Be You' brand positioning, the challenge was to rethink how lingerie was presented, creating a campaign that sparked conversation, challenged stereotypes and connected with women across Britain.
The creative also needed to communicate the practical benefits of Tu's lingerie collection, from inclusive sizing and fit to everyday comfort, encouraging customers to explore the range.
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Built around the unapologetic message 'It's time to get real', the campaign challenged conventional lingerie advertising by celebrating the diversity and normality of women's bodies.
The approach balanced bold, conversation-starting messaging with relatable imagery and an empowering tone of voice, positioning Tu as a brand that understood real women rather than prescribing unrealistic ideals.
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Developed a visual direction that moved away from overly polished, sexualised lingerie imagery in favour of honest, confident and inclusive representation.
The creative focused on:
Authentic representation of different body types
Natural, confident and relatable photography
Bold, empowering campaign messaging
Body-positive visual storytelling
Alignment with Tu's wider 'Be You' brand identity
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Developed pre-launch press advertising designed to build anticipation and introduce Tu Lingerie's bold 'All Boobs Welcome' message to a wider audience.
Double-page spreads across major UK publications helped establish the campaign's body-positive positioning ahead of launch, sparking curiosity and setting the tone for the wider advertising rollout.
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Rolled out the 'Get Real' campaign across a wide range of retail, print and outdoor advertising formats, bringing its bold, body-positive messaging to audiences across multiple touchpoints.
Deliverables included:
In-store point-of-sale (POS) graphics including bra fitting guides, strut cards, gondola headers and more.
Out-of-home (OOH) advertising
London bus wrap designs
Digital outdoor advertising (DOOH)
Newspaper and magazine advertising
Campaign artwork adaptations across print and digital formats
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The Outcome
A bold, body-positive creative direction that challenged conventional lingerie advertising and brought Tu's 'Be You' philosophy into focus. By combining empowering messaging with an emphasis on fit, comfort and inclusivity, the campaign positioned lingerie as something designed to celebrate women as they are, rather than change how they look.
Ready to challenge the ordinary?
Let's create a campaign that gets people talking.
