Fashion

CUUP's New Lingerie Campaign Proves Style Is Ageless

The bra company features older women in an inclusive shoot.

By
21,769 Hypes

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.”

Read more about the mission of the bra company in our interview with Morgan. To browse and shop pieces featured in the campaign, head to the CUUP website.

Read Full Article
Share this article

What to Read Next

Supermodel Lara Stone Stuns in CUUP's Holiday Collection
Fashion

Supermodel Lara Stone Stuns in CUUP's Holiday Collection

Giving us the gift of loungewear.
2,930 Hypes

CUUP Debuts Seascape-Inspired Summer 2022 Collection
Fashion

CUUP Debuts Seascape-Inspired Summer 2022 Collection

Featuring three new colors.
5,662 Hypes

Pepper Is Not Sorry About Its Latest Diversity Campaign
Fashion

Pepper Is Not Sorry About Its Latest Diversity Campaign

“Imagine if we obsessed about the things we loved about ourselves instead.”
3,593 Hypes


'Stranger Things' Maya Hawke Poses in New Calvin Klein Campaign
Fashion

'Stranger Things' Maya Hawke Poses in New Calvin Klein Campaign

Vickie, who?
20,196 Hypes

Five Accessory Trends That Will Be Huge in 2021
Fashion 

Five Accessory Trends That Will Be Huge in 2021

From water bottles to statement hats, here’s what we’re excited about for the season.
49,940 Hypes

Rihanna Debuts Bold Savage X Fenty Valentine's Day Lingerie Collection
Fashion

Rihanna Debuts Bold Savage X Fenty Valentine's Day Lingerie Collection

Corsets, bodysuits and more you’ll want to wear in and out of the bedroom.
21,380 Hypes

adidas Originals Unveils Valentine's Day Superstar
Footwear

adidas Originals Unveils Valentine's Day Superstar

Along with a handful of other heart-decorated silhouettes.
4,828 Hypes

Sony Hints at a Potential PlayStation 5 Restock
Tech

Sony Hints at a Potential PlayStation 5 Restock

Happening today.
3,236 Hypes

Sephora's New Action Plan Aims To Mitigate Racially Biased Experiences
Culture

Sephora's New Action Plan Aims To Mitigate Racially Biased Experiences

“We’re committed to holding ourselves accountable to this mission.”
1,170 Hypes

Ariana Grande Drops "34+35" Remix Feat. Megan Thee Stallion and Doja Cat
Music

Ariana Grande Drops "34+35" Remix Feat. Megan Thee Stallion and Doja Cat

The chart-topping hit just got better.
2,734 Hypes

Thinx Launches Period-Absorbing Activewear Collection
Fashion

Thinx Launches Period-Absorbing Activewear Collection

Say goodbye to visible panty lines.
3,137 Hypes

Nike Sportswear's "White/Ghost" Sherpa Jacket Features Iridescent Details
Fashion

Nike Sportswear's "White/Ghost" Sherpa Jacket Features Iridescent Details

Stay warm this winter with a Swoosh essential.
2,409 Hypes

Jimmy Choo's Spring 2021 Campaign Gives Us a Glimpse Into "Springtime in Paris"
Fashion

Jimmy Choo's Spring 2021 Campaign Gives Us a Glimpse Into "Springtime in Paris"

Showcasing luxe new silhouettes like the Madeline crossbody bag and Sae 90 heels.
3,826 Hypes

Glow From Within Using Hourglass' New Ambient Lighting Palette "Volume II"
Beauty

Glow From Within Using Hourglass' New Ambient Lighting Palette "Volume II"

Complete your Valentine’s Day look with this must-have highlighter.
2,090 Hypes

More ▾
 
Subscribe to our Newsletter

Keep updated on the latest news.

By subscribing, you agree to our Terms of Use and Privacy Policy.

Looks like you’re using an ad-blocker

We charge advertisers instead of our readers. Support us by whitelisting our site.

Whitelist Us

How to Whitelist Us

screenshot
  1. Click the AdBlock icon in the browser extension area in the upper right-hand corner.
  2. Under “Pause on this site” click “Always”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlock Plus icon in the browser extension area in the upper right-hand corner.
  2. Block ads on – This website” switch off the toggle to turn it from blue to gray.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the AdBlocker Ultimate icon in the browser extension area in the upper right-hand corner.
  2. Switch off the toggle to turn it from “Enabled on this site” to “Disabled on this site”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the Ghostery icon in the browser extension area in the upper right-hand corner.
  2. Click on the “Ad-Blocking” button at the bottom. It will turn gray and the text above will go from “ON” to “OFF”.
  3. Refresh the page or click the button below to continue.
screenshot
  1. Click the UBlock Origin icon in the browser extension area in the upper right-hand corner.
  2. Click on the large blue power icon at the top.
  3. When it turns gray, click the refresh icon that has appeared next to it or click the button below to continue.
screenshot
  1. Click the icon of the ad-blocker extension installed on your browser.You’ll usually find this icon in the upper right-hand corner of your screen. You may have more than one ad-blocker installed.
  2. Follow the instructions for disabling the ad blocker on the site you’re viewing.You may have to select a menu option or click a button.
  3. Refresh the page or click the button below to continue.