LOVEStories. Whateverwear.

Global brand purpose, values, voice, portfolio strategy and creative platform.

From occasional guilty pleasure to daily beloved habit.

LOVEStories launched as a lingerie brand designed to challenge the (ironically) male-dominated intimates category. We crystallised their disruptive spirit into values, a voice and a purpose: to wake women up to the zhuzh power of dressing just for us.

When they looked to expand beyond intimates, we developed a portfolio strategy that enabled the brand to stretch from lingerie to swimwear, loungewear, ready-to-wear and beyond.

To launch the new collection, we pushed against the homogenisation of influencer- and algorithm driven fashion culture with Whateverwear — a playfully provocative creative platform that also serves as a rallying cry.