For Maidenform’s Brand Essence shoot and Fall campaign, my team led a creative refresh that redefined the brand’s heritage with a modern, elevated edge. Drawing from Maidenform’s century-old legacy while infusing it with fresh energy, we created a visual language that balanced understated elegance with approachability. A key part of the strategy was positioning Maidenform as synonymous with fashion and style—speaking the language of editorial through refined photography, intentional styling, and a cohesive design system that highlighted the collection’s smooth silhouettes, rich textures, and endless versatility.

The result was a suite of dynamic assets across e-commerce, social, and retail channels, sparking interest among new audiences while honoring the brand’s trailblazing past. By capturing not just the product but the confidence and comfort at the heart of Maidenform, the work positioned the brand with renewed sophistication and style.