Myla campaign to boost luxury image

mylaMyla, 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.


    Leave a comment