The brief was to translate the Triumph brand strategy into a unique and compelling proposition with a strong global tagline which would then roll out into a fully integrated campaign. To develop a fresh visual look with a strong sense of fashion and expertise, still adhering to the current look and feel. No other brand in lingerie can claim 'True fashion expertise",  We turned Triumph's outstanding tailoring expertise into real fashion values and came up with the brand tagline: The tailors of lingerie.