Event Background
The launch took place at Water House, a fashionable landmark in Shanghai. Triumph staged a unique lingerie show. Renowned actress Song Jia also attended the event.
Core Highlights
Sneak Peek
Song Jia, invited to the launch, walked through Triumph's century-long journey of "Finally Found the Right One" and embarked on her own quest.
At the Triumph history exhibition area, Song Jia showed great interest in the brand. The century-old heritage helped her and many women find the right fit.
Passing through the corridor of Triumph's history, Song Jia arrived at the Hannah-style fitting room, where she picked up a bra and a crown-shaped cake...
Entering the fitting room, she couldn't wait to try it on.
Perfect Details
A mysterious winding corridor with windows resembling those on the Champs-Élysées condensed Triumph's century-long history into a captivating journey, making the search for the right fit even more intriguing.
Exquisite and minimalist decorations gave the display area an elegant European style, with 130 years of grace permeating the space.
A seamstress's workbench was brought to the scene, perfectly embodying Triumph's century-old professionalism.
Beyond the history corridor, the eyes were drawn to neon silhouettes and enchanting scenes. The stylish cocktail area showcased seamstress's measuring tapes and bras, all designed to help you find the right one. In a sudden turn, perhaps the right one was there in the flowing tulle.
Runway Highlights
Opening
The show incorporated the natural elements of wind, sun, geothermal heat, and water, using their infinite transformations as an opportunity. Song Jia, together with Triumph executives, opened the show.
Part 1: Wind – Light & Full Series
As the rustling wind passed by and the tulle gently swayed, models wearing Triumph's Light & Full series took the stage, showcasing the magic of the series amidst the flow of wind and the elegance of tulle.
The Light & Full series features a high-center demi cup and detachable straps, offering versatility and convenience, with enhanced comfort.
Part 2: Sun – Impression Light & Full
Suddenly, the wind faded, and the sun shone brightly. Its warmth melted the cold, and the models brought different colors of Impression Light & Full. At this moment, everything revived, standing firm and tall.
Part 3: Geothermal – Elegance Light & Full
Bathed in sunlight, spring returned to the earth, and the ground radiated warmth, passing its charm to everyone. Wearing Elegance Light & Full, each step of the models felt the ground's enthusiasm that complemented the elegance.
Elegance uses soft magic shaping instead of underwire, providing good support while being more comfortable.
Part 4: Water – Aqua Light & Full
As the sound of babbling brooks and flowing water filled the venue, life seemed to undergo a new cycle – rich, soft, delicate, and light. The gentle yet strong water droplets condensed into a touch of fullness on the models' chests – Aqua Light & Full.
The classic aqua cup with a lighter embedded water bag offers a more comfortable, barely-there feel.
Perfect Ending
Related Services
Towin PR provided event planning and execution services for this Triumph new product launch, including venue setup, show flow design, and guest reception, ensuring the event's success.
Industry Insights
Lingerie brand launches are increasingly focusing on immersive experiences and storytelling. By creating scenes and model presentations to convey product concepts, brands effectively communicate with consumers.
Summary
Triumph's 2019 new product launch centered on the Light & Full series, creating a visual feast with natural elements, successfully showcasing the new products' lightweight and comfortable features.