The lingerie brand PrimaDonna, part of the Belgian lingerie house Van de Velde, is the official sponsor of the Dutch TV programme Curvy Supermodel. With the perfect fit, subtle designs and ultimate comfort, PrimaDonna knows how to convince millions of women with a larger cup size in the fitting room. The lingerie specialist for women with curves is therefore the proud sponsor of the Dutch TV programme Curvy Supermodel that will be broadcast on RTL5 from 26 February. As a sponsor of the programme, PrimaDonna wants to express its love for curves and to support the ten curvy candidates, both literally and figuratively. Thanks to the PrimaDonna swimwear and lingerie sets, the curves of the candidates will receive the best support and show that quality lingerie is the basis of a radiant and confident look.
Liesbeth Van de Velde, head designer at PrimaDonna stated while speaking about the sponsorship, “A TV programme that pays attention to body diversity and positively highlights female curves, we naturally wanted to rub our shoulders with that. We hope that the programme shows every young woman that beauty has nothing to do with your clothing size or your body type…it’s all about self-confidence. As a lingerie specialist, we know better than anyone that beautiful and perfectly fitting lingerie can boost your self-esteem. Female forms deserve to receive love and support. That is the message we want to convey.”
Curvy supermodels in advertising campaign
In its campaigns and fashion shows, PrimaDonna has been working for a while with women who have natural curves. With the launch of a large-scale diversity campaign, PrimaDonna will go one step further in 2018. For example, four candidates from the TV programme Curvy Supermodel will become the signboard for the latest PrimaDonna campaign. Dutch photographer Carmen Kemmink has photographed the selected candidates for this campaign on board a private jet, wrapped in the latest summer sets by the brand.
Liesbeth Van de Velde, head designer at PrimaDonna said, “The new PrimaDonna campaign shows four young women with a larger cup size, each with a different body type, but all four radiant with self-confidence. Every woman with a cup size will be able to recognise herself in one of the body types and see that she has every reason to be proud of her curves.”