Knix, the global leader in wire-free bras and innovative intimates, has a message to share with the world this International Women’s Day: Women over 50 still exist, and they’re as sexy, confident and badass as ever!

Since its inception, Knix has encouraged all women to live unapologetically free and to feel comfortable in their own skin.

Launched in honour of International Women’s Day, a global day of recognition celebrating the social, economic, cultural and political achievements of women and girls, Knix released its first-ever lingerie campaign video exclusively featuring women from age 50 to 81.

The inspiration for this campaign is pretty simple: society as a whole has pretended that women over a certain age don’t exist — Joanna Griffiths, Knix Founder & CEO


Produced by Montréal-based director Soleil Denault and featuring Demi Lovato’s hit song Confident, the campaign is a continuation of Knix’s mission to capture the elegance and strength of all women. In true Knix fashion, casting took place via the brand’s social media channels and received over 500 applicants.

Griffiths added, “In the post Victoria Secret era, the messaging and imagery at the core of the lingerie industry needs to change. Knix has been leading that charge since 2013 when we pioneered the first “Real Women in Knix” campaign. We’re incredibly proud to be leading the charge towards age inclusivity and to demonstrate that you can be a lingerie model at any age, whether you are 18 or 81. We all deserve to be celebrated and we all deserve to be seen.”

Our Valentine’s Day gift guide featured the Knix Sleep Set, a comfy and sustainable duo that’s made us fans of the brand. Visit Knix online for their entire undergarment collection.

Photos by Sise Drummond for Knix.

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