Strength and sensuality come together in Agent Provocateur's SS20 campaign, as the lingerie brand releases ads that star international athletes ahead of the Tokyo 2020 Olympics.
Under the hashtag #WePlayToWin, four athletes - pole vault champion Alysha Newman, gymnast Georgia-Mae Fenton, Olympic hurdler Queen Harrison and climber Sasha Digiulian - compete in the brand's luxe lingerie. The ad boasts an 80s aesthetic, with intentionally low-fi graphics and nods to the popular aerobic videos of the time.
The athlete-inspired pieces include one-pieces, bra and underwear sets, tights, body suits and more, with each piece offering the same practicality and style that's demonstrated in the ads. The pieces feature a more delicate colorway that's perfect for spring, including many pastels.
Image Credit: Agent Provocateur
What's Driving This Trend
- Athlete-inspired Lingerie
- Opportunity for lingerie brands to collaborate with athletes and create collections that combine strength, sensuality, and performance.
- Sportswear Fashion
- Opportunity for sportswear brands to expand their offerings into the lingerie market, combining athletic performance with style.
- Nostalgic Aesthetic
- Opportunity for brands to tap into the nostalgia trend by incorporating 80s-inspired graphics and aesthetics in their advertising and product design.
Who This Affects Most
- Lingerie
- Lingerie brands can explore partnerships with athletes to create products that cater to the athletic and performance needs of women.
- Sportswear
- Sportswear brands can venture into the lingerie market, offering products that combine athletic functionality with fashionable designs.
- Marketing and Advertising
- Brands can capitalize on the nostalgia trend by incorporating 80s-inspired aesthetics in their marketing campaigns and product designs.
