Wacoal Europe, a fashionable rebrand

There are companies that put a high premium on image, but none take image as seriously as fashion companies. Lingerie company Wacoal Europe has gone through a rebrand in order to reach a wider audience while reaffirming its commitment to its loyal fuller figured customers.

The lingerie giant is highly aware of the importance of listening to women of all body shapes and this has earned it a massive success among full-figured costumers for whom it has specialised sub-brands. The all-female partnership Notable was chosen to refresh the image of the lingerie company and its brands. The images of Freya, Fantasie, Wacoal and Elomi were repositioned and given new visual identity elements.

On the partnership between Notable and Wacoal Europe, the lingerie brand director, Laura Simon says, “We know how much our product means to the women who wear them. We wanted to ensure that we were speaking to them in a way that showed we were listening and were in tune with their needs and preferences and importantly appeal to a new audience too. Notable’s empathetic and beautifully crafted work has given our brands a new lease of life and a more contemporary feel. We can’t wait to share it.”

The renovation was made in order to enable the company to speak to a wide spectrum of women and accurately highlight not only their body shapes, but also their attitudes and perspectives, although lingerie for fuller busted and fuller figured women will remain the flagship brands of the company.

Clare Styles, Notable co-founder and creative director says, “Our all-female team and specialism in designing brands for the modern, female customer really came into its own with this project. Ultimately, we designed brands that we knew ourselves and our circle of female friends would be proud to own.”