Chantelle has a new brand identity.
The French lingerie brand has hired Renaud Cambuzat, a French fashion photographer, as chief creative officer, a newly created position. Cambuzat has been tasked with rethinking what lingerie and underwear marketing for a 142-year-old brand should look like.
“As lingerie-makers, we do have the responsibility in how we portray women,” Cambuza said. “We want to redefine how lingerie is portrayed and how women buy it. We don’t want to speak for them. They can speak for themselves much. We want to speak to her on different levels and reflect her complexity.”
Cambuzat has changed the logo, which is now a bit heavier and Millennial-friendly, and produced brand visuals he believes are more soulful than traditional lingerie advertising. The images are bright and crisp showing models wearing Chantelle bras and underwear with ready-to-wear in natural landscapes as opposed to a dark bedroom.
Sonja Winther, president of Chantelle North America, said the re-brand wasn’t a direct play for a younger customer, but an effort to make imagery that’s accessible to all types of women and helps increase brand visibility.
“We have always had an issue where not enough people know who we are and I think in this digital era we