The Product of a Mischievous Mind
We've been working on a cheeky campaign to celebrate Playful Promises reacquainting itself with its more seductive side.
"The Product of a Mischievous Mind" features quotes from classic novels by authors including Jane Austen, Charlotte Brontë and Elizabeth Gaskell. Although innocent in their context, read today, these quotes take on risqué and suggestive meanings – if your mind is mischievous enough!
You can hear Miss Miranda read these quotes in a series of sumptuous videos, with more to be released soon.
The work launches with a bold series of print ads and packaging, which use typographic trickery to suggest the female form. More quotes are housed on the campaign site at www.playfulpromises.com/mischievousmind
Emma Parker, the founder of Playful Promises:
The timing of this collaboration was perfect for us; since the recession there have been fewer boutiques to sell to, and the ones that are buying are taking safer options, making sure they are well stocked with white/black and beige bras. As a brand we spent a lot of time trying to be more commercial but in reality we are a more sexy brand and the pieces that sell well for us are the more daring pieces.
Because of this we have decided to put the focus on our own retail site, as well as those special retailers who understand our brand; to not worry so much about being commercial and instead do more of what is actually my favourite kind of lingerie design – the sexy stuff. It seems to be working as when we re-introduced our ‘ouvert’ briefs they have been one of our best selling lines ever!