Intimoda Edit
Empreinte's Expansion
05 March 2020
Through the new, original and decidedly emotional, brand film Beyond Gravity, Empreinte takes the floor to affirm the brand's values and and will support a large-scale international media campaign ... all with with style and passion.
Since 1946, Empreinte, known for its high-end lingerie innovative craftsmanship, reinvents the codes of fuller figures by putting its know-how to the service of unrivaled aesthetics and comfort.
Empreinte’s vocation since its creation was to: “Give women the freedom to enjoy their bodies, thanks to corsetry that offers unique support and French elegance.” This vocation is based on a strong DNA around generosity, authenticity, and innovation.
Empreinte presents Beyond Gravity, the new brand film that illustrates the French corsetry company's values and its dedication to women with a C-cup size and above. The sincere and genuine intention behind the film, created as an analogy, was to help women take back their confidence and self-esteem.
After all, doesn't every woman with a large cup size dream of being free of the weight? Why shouldn't she feel light, radiant, and beautiful? Empreinte shows, through the movements and imagery, that lingerie can have the dual power of providing liberation for the mind as well as the body.
For this unique and emotionally-charged film, Empreinte called upon Julie Gautier, a renowned French freediver and director. Combined, the water, dance, reverie, and lightness create a dreamlike universe, where no lingerie brand has traveled before.
"Water is my creative inspiration... Dancing under water is dream for all dancers because it frees the body from gravity. It is this unique sensation that I wanted to highlight ... the link with Empreinte lingerie which makes women feel beautiful and free," explained Julie Gautier. Inspired by Empreinte's sincerity and values, Gautier had carte blanche to use the full range of her creativity and instinct. Three women, who embody the brand, with atypical backgrounds, contributed to the success of this unique film.
"It's a sincere and authentic project ... with people sharing the same values ... a true technical, professional and benevolent team effort to create an ode to every woman. It was a very enriching experience,” adds Gautier. Supported by a 100% female team from the Leo Burnett agency of the Publicis Group, this year-long project allowed Empreinte to take the spotlight and spread their beautiful message with sensitivity and emotion.
This film is the story of wonderful, genuine and compassionate human connections, reflecting the values of Empreinte.
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