Steady and Strong new campaign for sloggi was created by MullenLowe London in partnership with the creative team Daniela Benaim and Zofia Zwieglinska, two MA Fashion Communication students from Central Saint Martins.
The range of ads for the brand's premium line “s by sloggi” use a behind-the-scene concept, depicting and demystifying the creative process and principles of a traditional fashion editorial.
Capturing a group of androgynous Gen-z models in between shots, the imagery and accompanying haikus explore themes of the body and gender roles, breaking conventional codes of luxury photoshoots in favour of authenticity and poetic simplicity.
Steering clear of the glossy canons typical of premium fashion ads, I interpreted the quiet defiance present in the imagery and re-expressed it into the layouts and typography. The substantial white space and low-key typography elegantly support the pictures of the different sets.