Myla, the upmarket lingerie company, is launching a major advertising campaign to revitalise its image and reinforce its position as a luxury underwear brand.
The print campaign, created by advertising agency VIEW, uses the strapline “Myla-Beauty and the Bedroom” and focuses on defining Myla’s “fashion edge”.
The ads will appear in publications including Vogue UK, Harper’s Bazaar UK and V from October onwards. The images, shot in Paris, will also be used on Myla’s revamped website and as point-of-sale material.
VIEW creative director Valerie Wickes says the brand’s image as a “designer sex toy” brand is threatening its long-term desirability. She says: “We wanted to restore a healthier balance between fashion and seduction”.
Myla was launched in 2000 by Charlotte Semler and Nina Hampson, with the aim of creating the world’s first luxury sex brand for women.