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.

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.

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.

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

‘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 Badkar
Aleesha Badkar

Aleesha is digital shopping writer at woman&home - so whether you're looking for beauty, fashion, health or home buys, she knows all the best places to splash your cash. She earned an MA in Magazine Journalism from City, University of London in 2017 after graduating from University of Leeds in 2014 with a BA in English and Spanish (which took her to Madrid for a fun Rioja and tapas-packed year). Aleesha has worked for woman&home since 2019, when she joined the team as their digital news writer. A year on the news team gained her quick and reactive writing skills and a love for breaking stories, invaluable insight into where to get the best lifestyle releases first, an AOP awards nomination and the nickname ‘crazy watch lady’ after she became so obsessed with the royals that she followed breaking news alerts on her Apple Watch.

Before joining the woman&home team, Aleesha wrote for their sister site GoodtoKnow, where she covered celebrity news, health advice and where to snap up the cheapest lifestyle buys. With a background in beauty, Aleesha has also written for Stylist and Women’s Health where she developed an understanding into what makes a stellar product and which brands are worth paying attention to. She never leaves the house without a slick of lip balm and a good slathering of SPF, cannot live without an eyelash curler by her side and is always on the hunt for new lipsticks to add to her ‘Lipstick of the Day’ Instagram story highlight (and color-coordinated collection).

But it’s not just beauty buys Aleesha can help you with. Social media savviness, strong PR relationships and a need to stay in the know mean she’s all about the latest fashions, clever gadgets and reliable lifestyle buys too. She loves indulging in an interior craze (with a bedroom drowned in prints, plants and pink), is a regular visitor to the Missoma and Edge of Ember 'New In' pages and can’t resist the allure of a kitchen gadget—just ask her three coffee machines.

When she’s not playing around with new products and testing anything she can get her hands on, Aleesha spends most of her time with her head in a current bestseller, catching up on the latest Netflix craze with her sister, trying out new recipes, drinking wine with her bestie and (in non-COVID times) has been known to be a bit of a jetsetter amongst her friendship group. Oh and she makes the most of her Disney+ subscription by watching the Marvel films on repeat (definitely not just for Chris Evans...).

Follow her latest shopping & lifestyle advice, beauty insights and social antics on Instagram at @aleeshabadkar.

Twitter: @aleeshabadkar

LinkedIn: aleesha-badkar