There’s something about a really good lingerie campaign that makes you want to give your underwear drawer a refresh, and Lounge’s latest launch caught my attention on this drizzly October day for exactly that reason. The British brand has tapped KATSEYE’s Daniela Avanzini to front CAST. by Lounge, a new series celebrating women who embody the brand’s spirit, launched on 22 October.
If you know Lounge for its lingerie, you’ll know its whole ethos is Comfort Made Sexy. In other words, you shouldn’t have to spend the day subtly adjusting your bra or counting down the minutes until you can take your outfit off. A revolutionary concept, really.
Founded in Britain in 2016, the brand has since branched out into clothing, shoes, bags, and nursing bras, but lingerie remains very much at its core. Daniela feels like a fitting face for this next chapter; as one-sixth of KATSEYE, she’s no stranger to a camera, but this campaign takes a more intimate approach, with close-up shots and sculptural poses that show a softer, more personal side of the singer.
'I loved the idea of showing a more personal, intimate side of myself, something people don’t always get to see with KATSEYE,' Daniela said of the campaign. 'Lounge made me feel really comfortable being myself, and I trusted them to capture that in a way that felt natural and authentic.'
At the heart of the shoot are two Lounge icons: the Balconette Bra and ContourSoft™ Leggings. The former is a lingerie-drawer classic, while the latter takes the brand’s comfort-first approach into everyday dressing. Both sit neatly within Lounge’s sweet spot and are consistently praised by wearers of the brand for their quality and comfort.
CAST. by Lounge follows the brand’s collaboration with Emily Ratajkowski last year, making Daniela its second major celebrity partner and the first face of this new platform. The idea is that each member will bring something different to the table, shaped around the woman herself rather than a one-size-fits-all approach.
For Lounge, it’s a natural next step in its evolution from lingerie label to wider fashion brand, without losing sight of what made it popular in the first place. And while a campaign alone won’t magically sort out my overflowing underwear drawer, Daniela's edit has certainly given me a very good place to start shopping, which just so happens to be my favourite part.
Shop: Daniela Avanzini x Lounge
Lounge, Lace Balconette Extreme Push-Up Bra
40
Lounge, ContourSoft™ Straight-Leg Leggings
50
Lounge, Comfort Balconette Bra
25
Lounge, Fitted-Waist Zip-Up Hoodie
55
Lounge, Bamboo Triangle Thong
16
Lounge, Comfort Extreme Push-Up Balconette Bra
30
This is a paid partnership with Lounge.
Jade Moscrop is the commerce editor at Grazia, where she spends her days testing, researching and obsessing over the internet’s most talked-about buys. From high-street fashion heroes to skincare that actually delivers, she’s all about helping readers cut through the noise and find products worth their money. Follow her on Instagram here.