Mini revolution in the lingerie brand Chantelle chooses Tehya Elam, a girl who looks like us, to embody its new image. Love it.
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Stop the clichés and stereotypes : with its new communication campaign, Chantelle shows, as an example, and says his bodypositivisme. The reason for this ? This is Tehya Elam, his new muse, who, alone, shakes up the universe of the brand and the lingerie in general. Neither blonde, nor thin, nor white : the american Tehya Elam clash with his mane red-haired of metis, its face studded with freckles, and her body size 40 generous forms.
Necessarily more attractive than ms. everyone – this is a dummy anyway ! – Tehya Elam brings his youth and his beauty in a different Chantelle.
“We discovered Tehya as she had just begun. Intense, integrated, and multiple, Tehya is of a rare beauty and unexpected, and which appears to us to be a relevant answer to the stereotypes still present in the lingerie. The question of the woman, of the body and its representation in our current societies is a subject that is rich and challenging in the face of which we wish to with Chantelle to bring the new proposals, more open, more creative and challenging in their various forms. Get the sense seems to us to be essential , “explains Renaud Cambuzat, creative director of image and communication of the group Chantelle (a group of lingerie that also marks Passionnata and Chantal Thomass).
Thanks to it and to its products such as the collection Soft Stretch (a line without seam, stretchy, one-size-able to adapt to all morphologies), Chantelle says its repositioning younger and more modern. The house of lingerie, which celebrated its 70 years, will be to the honour of the Salon International de Lingerie (SIL), who was elected as a ” brand creator of the year 2019 “.