The Brief

Introducing Understatement to The Netherlands! Reshaping women’s underwear since 2017, Understatement is committed to creating empowering and comfortable lingerie that prioritizes sustainability. With our strategy finely tuned to their values, our goal was to enter the Dutch market with a bang: the soft and strong campaign, tailored to resonate with the Dutch audience.



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 was 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 Result

The photoshoot with Yara was featured broadly across 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, the event provided women with the opportunity to experience the brand offline while getting to know the brand owners and enjoying the delicacies of the products and Swedish food alike.