The lingerie campaign that is supporting over 50s with candid photos

knix lingerie

A lingerie brand has launched an important campaign to celebrate women over 50.

Toronto-based brand Knix took to their Instagram page with a video of women over 50 embracing their bodies as they posed in the brand’s underwear.

The brand, which was launched back in 2013, champions being comfortable in your own skin with their practical solutions to all types of underwear.

They sell comfortable wire-free bras, as well as chafe-free underwear, leakproof knickers (which even come in fashionable lace designs) and a practical postpartum collection.

(opens in new tab)

A photo posted by on

And to celebrate yesterday’s International Women’s Day, the brand shared their new campaign video on social media, revealing that the campaign included exclusively women between the ages of 50 and 81.

Honestly what a couple days!’ the brand’s founder Joanna Griffiths said about the campaign in an Instagram post. ‘I can’t thank the @knixwear community enough for supporting us as we took a leap of faith and made history with the first lingerie ad featuring exclusively women over 50.

(opens in new tab)

A photo posted by on

‘It’s funny, but every time I've felt nervous about something it’s been because I haven’t seen it before and so it’s unchartered territory- which only made it more important.

'The first time I had this feeling was in 2013 when we launched Leakproof Underwear, then 7 years ago with our first Real Women in Knix campaign, in 2018 with Faces of Fertility, the @lifeafterbirthproject (with its iconic photos) and now today.

(opens in new tab)

A photo posted by on

I didn’t fully understand how badly the world needed to see this,’ continued Joanna.

‘How defiant it is from everything we have been told to believe, and how FREEING it is to finally start to breakdown the stereotypes. To see women regardless of their age own their uniqueness. I feel like we shifted the conversation... and that is pretty incredible.

MORE: Menopause underwear that could help with your hot flushes (opens in new tab)

‘Being the founder & CEO of @knixwear is a joy and an honour and one that I don’t take lightly,’ she added. ‘It’s my life’s work and my passion.

‘My commitment to you and to women everywhere is that we will keep pushing the conversations forward, we will put our marketing dollars towards doing good and we will forever strive to be THE brand that truly gets women and who’s on a mission to empower them to be UNAPOLOGETICALLY FREE’.

Aleesha is a digital shopping writer at woman&home—so whether you're looking for beauty, fashion, health or home buys, she knows what the best buys are at any moment. She earned an MA in Magazine Journalism from City, University of London in 2017 and has since worked with a number of brands including Women's Health, Stylist and Goodto. A year on the w&h news team gained her invaluable insight into where to get the best lifestyle releases first—as well as an AOP awards nomination.