Chantelle was losing touch with modern women - and losing ground to new competitors. We helped the lingerie maker forge powerful new emotional connections with its customers.

We took inspiration from 140-years of heritage. Our ideas for the new CL retail brand are rooted Chantelle’s culture of design, engineering and creativity, embodied in “the CL studio” - a place for creativity and collaboration.

Conceal and reveal: a garment can hide the body, or frame its strength and beauty.

True to Chantelle’s history and in tune with today’s sensibilities around fashion, feminism and the body. CL is a modern way to sell lingerie for women

Working with our partner Brinkworth, we developed the first CL retail outlet, located in Milan. Layout, finishes and lighting evoke the aesthetic of the studio.

Chantelle’s product brands lacked definition. We established what made each brand authentic and unique, then expressed these qualities through ‘method photography’.

Passionata: a story of hedonism and adventure. Our photographic direction explores the brand’s carefree attitude.

Chantelle: formality and restraint. For a brand with its origins in Paris and couture, Chantelle demands a more stately and artful creative approach.