CUUP's New Lingerie Campaign Proves Style Is Ageless
The bra company features older women in an inclusive shoot.
In an effort to promote diversity and challenge ageism within the lingerie industry, CUUP has launched “Comfort in CUUP,” an empowering campaign that celebrates women of different body shapes and age groups.
Lensed by photographer Renee Bevan, the imagery features artist Cassandra Mayela, model Molly Constable, BLK MKT Vintage founder Kiyanna Stewart, as well as Jocelyn Beaudoin, an interior designer in her 60s. Posing gracefully, the subjects are photographed wearing the underwear brand’s popular, size-inclusive bra styles, ranging from The Plunge to The Balconette in various neutral colorways.
“The idea [of this campaign] was sparked from our own personal experiences during this time and how we relate to ourselves,” CUUP co-founder Abby Morgan tells HYPEBAE. “The world has shifted and standards of sensuality have changed with it. We’ve had a lot more time to reflect, process and ask ourselves questions about what we want from our experiences and what are the foundations to establish what we want.”
Morgan elaborates on the messaging of the shoot, “Comfort and confidence are the new foundations of feeling good. And our first layers – the bras we wear, the spaces we live in, the people we hold close – have become the most important. With this campaign, we wanted to help women find their foundation.” On the casting process of the campaign, she adds, “CUUP aims to celebrate comprehensive inclusivity across the long-inequitable casting space, covering age, size, gender and racial diversity.”