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Understatement Underwear – by women for women

Welcome Understatement to the Netherlands! It’s been a thrill for L’AGENCY Brands to work on the Swedish lingerie brand Understatement’s Dutch launch and go-to-market strategy with the campaign #softandstrong. Born in 2017, Understatement is a female driven and founded force of change, dedicated to redefining women’s underwear. By creating underwear that is just as nice to wear as it looks, they empower women to express themselves in whichever form and embrace their curves. A community committed to giving women the comfort they deserve, and our planet the care it demands. In admiration of their commitments, we ensured to align their values along every step of our strategy while catering to the characteristics of the Dutch market.


We teamed up with Yara Michels as the face of the campaign: known for her genuine storytelling and modern-day take on feminism and body positivity, she is able to strengthen the empowering message of the brand and campaign simultaneously. With the imagery shot with an all-female team, the campaign highlights empowerment, confidence, and comfort in an honest, fun, and qualitative way. By enhancing rather than retouching imperfections, we celebrated Dutch women and their bodies in every shape, fit or form, and created a campaign that would truly suit all.


The photoshoot with Yara was featured broadly on platforms such as Linda.nl. Amsterdam-based locals and lucky passers-by were able to observe the campaign all throughout the city on awe-inspiring posters. Empowering and skin-honouring close-ups that invited you to check out the brand online, whilst warming up the new Understatement market for the two-day pop-up in the Nine Streets. Hosted at The Lingerist, allowed women to experience the brand offline while getting to know the brand owners and enjoying the delicacies of the products and Swedish food alike.