The new knixwear swim campaign is a celebration of all females and forms.
Knix had big plans for its 2020 swimwear campaign – namely, flying three influencers and one lucky customer to Tulum, Mexico to shoot the images. And then, the global COVID-19 pandemic hit and the brand, like so manyOff the back of its call-out, Knix says it received 11,000 applications from customers across North America hoping to be in the shoot. So, instead of choosing just one, the brand ended up picking 25 customers to shoot themselves in the new season pieces.
Speaking of the selection process, Knix’s associate creative director Nicole Stafford told FASHION, “Our top priority when doing any casting call is always diversity, representing real bodies is engrained in our brand ethos and is something we are proud of.” She added that location was another factor – “We were really hoping to get some sunny outdoor shots!” – and that the final cast was a mix of women from Canada and the US.
The images are an authentic celebration of women and all the forms they come in – something Stafford said is “a very proud moment for the brand.” She adds, “We had to let go of some of that creative control and put our trust in our partners to develop some great content. We are so lucky to have such an amazing community of consumers.”
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