Lingerie brand Triumph unveils new logo and brand identity

Triumph has unveiled its new logo by signalling a new brand identity that looks at evolving with craftsmanship in making lingerie for women. “In determining our vision for the future, we’ve cast an eye over our past; after all, we’re proud to be “the maker of lingerie since 1886″ with a reputation for providing outstanding quality and exceptional craftsmanship. So as well as emphasizing femininity and empathy, we’ll be referencing our heritage. Communicating the strength of the brand’s heritage in combination with its progressive personality, our beautiful new logo conjures up everything we stand for and where we want to go,” said Shalindra Fernando, general manager, Triumph International, India and Sri Lanka.

Present at the event were Femina Miss India finalists; Jennifer Kapasi, head of operations, Triumph International (India) and Fernando.

“Sensual without being overtly sexy, feminine, informal and warm with inner drive and strength, our realigned look is rooted in craft, and multifaceted to reflect our extensive range of products for various occasions. Emphasizing femininity and empathy, our new logo is influenced by vernacular German handwriting of the 18th century and our logos from the mid-20th century. The flowing and looped bespoke lettering balances warmth, femininity, fluidity and strength. We believe that our latest promotional photography truly catches each element of our brand personality as we speak woman to woman, capturing realistic aspirations and moments in her life.” added Kapasi.

As a global lingerie brand, Triumph aims to upgrade its image in order to stand out in the competitive intimate apparel market.

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This New Brand Is A Lingerie-Swim-Activewear Hybrid, & We Want Everything

Could “leisureé” — a lingerie-swim-activerwear mash-up — be the next frontier for the underthings industry? Lively, a brand started by a Victoria’s Secret alum that launches today, seems to think so.

Billed as a “work-to-workout” collection, its pieces are meant to be comfortable enough to segue from a day sitting at your desk to a night out on the town (or on the couch), as well as for low-impact exercise. In other words: Lively pieces will make the cut for your yoga class, but wouldn’t necessarily work for a run.

“From active we have pulled in wide, sporty elastic bands and breathable mesh; from swim we are pulling in cool-handed fabrics, bold prints and colorblocking; and from lingerie, we draw in the best components of function and femininity,” Michelle Cordeiro Grant, Lively’s founder and CEO, told Refinery29. Those functionality based lingerie elements include memory foam pads, front adjusters, J-hook backs, and “gorgeous, geometric laces,” she says.

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