To mark Triumph Lingerie’s 130th anniversary, I developed and art directed “The Next 130 Years”, a heritage-meets-future campaign celebrating the brand’s legacy and ongoing innovation. The concept draws on archival research and sustainable storytelling, using thousands of vintage photographs from Triumph’s archives to select one iconic image that bridges the past and the present.

Visually, the campaign contrasts the black-and-white historical imagery with bold, modern block colours, creating a fresh, fashion-forward aesthetic that resonates across digital and physical touchpoints. This juxtaposition was key to reinforcing Triumph’s evolution while maintaining its premium identity.

At the heart of the campaign is a custom-designed logo, featuring Triumph’s crown reimagined within a shield — a contemporary emblem of strength, longevity, and craftsmanship. The design speaks to sustainable branding by reusing and reinterpreting historical elements rather than discarding them.

Three concise taglines — built around quality, innovation, and legacy — were applied across all media formats to reinforce the brand’s future-focused ethos and commitment to high-quality, long-lasting products.

“The Next 130 Years” is more than an anniversary campaign — it’s a bold art direction statement about sustainable brand evolution, timeless design, and Triumph’s vision for the future.