Knix had big plans for its 2020 swimwear campaign – namely, flying three influencers (TheBirdsPapaya, Jillian Harris and Sasha Exeter) and one lucky customer to Tulum, Mexico to shoot the images. And then, the global COVID-19 pandemic hit and the brand, like so many others, had to change course. And the results are nothing short of stunning.
Off the back of its call-out, Knix says it received 11,000 applications from customers across North America hoping to be in the shoot. So, instead of choosing just one, the brand ended up picking 25 customers to shoot themselves in the new season pieces. Armed with a swimsuit and a few photography tips, the women were tasked with creating their own shot.
Speaking of the selection process, Knix’s associate creative director Nicole Stafford told FASHION, “Our top priority when doing any casting call is always diversity, representing real bodies is engrained in our brand ethos and is something we are proud of.” She added that location was another factor – “We were really hoping to get some sunny outdoor shots!” – and that the final cast was a mix of women from Canada and the US. “We encouraged them to have fun in their swimsuit, to experiment with different backdrops, poses and expressions and to try using props. Most importantly, we wanted this group of women to feel confident and like themselves,” she adds of the creative process.
The images (some of which you can see in the gallery below) are an authentic celebration of women and all the forms they come in – something Stafford said is “a very proud moment for the brand.” She adds, “We had to let go of some of that creative control and put our trust in our partners to develop some great content. We are so lucky to have such an amazing community of consumers.”
The new Knix swimwear collection is available online as of today.
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