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Hanes brand Bali Bras just unveiled its latest collection with a new campaign made together with creative agency Barker.
The "Bali Breathe" line is exactly what its name suggests, marketed by the innerwear brand as its most breathable collection yet.
Prioritizing comfort, the new collection will also sport a fresh look, combining years of design expertise with a modern touch.
It includes six styles of "light-as-air" body essentials, such as bras, underwear, and shapewear. Donning luxurious colorways, the pieces are made of luxe cotton fabric that "caresses the skin while smooth stretch lace adds a touch of femininity."
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The pieces will range between $13 to $48 and have sizes from small to 2XL.
Jane Newman, Chief Design Officer of Global Innerwear for HanesBrands, shares the idea behind "Bali Breathe" in a news release:
"This collection represents a significant revitalization of our innerwear, pushing boundaries with luscious fabrics, classy cuts, and delicate yet supportive designs to meet our consumers’ evolving needs while continuing to deliver the comfort and quality they expect from America’s #1 bra brand."
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The campaign is marked by a hero spot that showcases pieces from the collection.
Helmed by award-winning director Ali Kerr, the advert was inspired by the confidence exemplified by women who know who they are and what they want. It's a celebration of comfort and beauty without compromise.
Dawn Hedgepeth, HanesBrands CMO, believes the line "marks a new age of comfort and elegance in innerwear," emphasizing the brand's unmatched dedication to affordable style.
The latest campaign from Bali Bras and Barker will run across video, digital, and audio, alongside popular podcasts.
Introducing 'Bali Breathe'
The short advert opens with a woman entering her home, putting on a record, ready to unwind.
"The first thing you put on, shouldn't be the first thing you take off," the narrator says as women take off their shirts to showcase the new pieces.
The spot then leans into the luxurious and elegant spirit of Bali Breathe, showing how the collection serves as the perfect innerwear to relax in.
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As the models bask in the sunlight, lie down with their pets, and indulge in an afternoon pottery session, they prove that Bali Breathe serves as the perfect "sanctuary on your skin every day of the week."
The launch of "Bali Breathe" is a great example of a product design trend that has been popular year over year
The elegant and luxurious messaging that the brand pushes alongside the marketing of its new collection coincides with the minimalist design prominent among brands with elevated products.
Minimalism, which showcases clean, crisp, and uncluttered looks, allows consumers to focus on the more important features, and in the case of Bali Bras, gives them a look into the comfort and luxury that "Bali Breathe" offers.
Recently, parent company Hanes also launched a new campaign celebrating its innerwear's softness in the Wild West.
Editing by Katherine 'Makkie' Maclang
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