Lovable Intimates’ new campaign marks a new direction for the Australian label

We like where this is going.

Aussie model Ruby Campbell is fronting Lovable Intimate’s campaign, in a nice change of direction for the lingerie label.

Shot by Australian photographer, Pierre Toussaint, the campaign showcases a new, distinct ease in aesthetic. 

It’s reflective of the brand’s new approach to design. The collection sees a sporty and minimalist influence among styles, encouraged to be worn as both innerwear and outerwear.

“Ruby really epitomises the brand values – an adventurous, free spirited and natural young woman who is only just at the beginning of her career,” said Lovable’s general manager of global marketing, Brooke Hinman.

The new collection is designed to offer freedom, movement and comfort, featuring longline styles in blush pinks and navy. It takes an inclusive approach to lingerie design, with some styles available up to a G cup.

We like where this is going.


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