Campaign Overview
Triumph, the global lingerie brand, elevates its much-admired IFeelNothing campaign with the debut of its Spring/Summer 2025 (SS’25) collection. This latest phase reinforces Triumph’s long-standing philosophy: creating lingerie that delivers unmatched comfort and empowers women to move freely and confidently. Staying true to its core message, the brand continues to offer “lingerie you’ll love to forget.”
Creative Direction
The campaign’s newest phase features a set of lighthearted, relatable short films centered around moments when comfort becomes crucial. These films illustrate how Triumph lingerie allows women to embrace their authenticity, without discomfort holding them back. A particularly memorable story is set against the backdrop of an Indian wedding, where the bride—fully supported by her Triumph bra—navigates the emotional highs and cultural traditions of the day with ease and joy.
Product Innovation
The SS’25 collection introduces designs that combine aesthetic appeal with innovative comfort. Featuring seamless finishes and ultra-breathable fabrics, each piece is crafted to deliver an almost weightless feel. This blend of style and functionality redefines everyday wear, offering an experience that is as empowering as it is effortless.
Brand Perspective
Bhavin Devpuria, Marketing Head of Triumph Group (India & Sri Lanka), explains the evolving direction of the brand: “The #IFeelNothing campaign goes beyond selling lingerie—it’s about offering a feeling. A feeling of freedom to move, live, and express oneself without hesitation. Triumph is growing into a more fashion-forward, inspiring brand, without losing its foundation of reliability. We’re pushing design boundaries and embracing technology to deliver lingerie so comfortable, you won’t even notice it.”
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Consumer-Centric Philosophy
Ankur Damani, Commercial Director at Triumph Group (India & Sri Lanka), adds, “Indian women deserve lingerie that mirrors their unique style and adapts to their dynamic lives. With SS’25, we bring together delicate lacework, soothing pastels, and bold bursts of color to embody the vibrancy of the season. This campaign speaks to women who expect more—from style to support—and who won’t compromise. Whether you’re a long-time fan or new to the brand, Triumph invites you to experience lingerie that is stylish, supportive, and effortless.”
Where to Watch
The latest short films from the IFeelNothing campaign, including stories from a romantic date night to a heartfelt wedding celebration, are now available for viewing on Triumph’s official YouTube channel.
Conclusion
With its expanded IFeelNothing campaign and the launch of the Spring/Summer 2025 collection, Triumph continues to redefine comfort and confidence for modern women. By blending innovative design with emotional storytelling, the brand not only showcases lingerie that feels invisible but also celebrates the everyday moments where true comfort empowers authenticity. Whether it’s a big celebration or a quiet everyday win, Triumph ensures that women feel supported, stylish, and completely themselves—without ever being distracted by what they’re wearing.
