Event Background
The launch was held at Water House, a landmark fashion building in Shanghai. Triumph presented a uniquely crafted lingerie show. Famous actress Song Jia also observed Triumph's lingerie launch on site.
Key Information
A First Look at the Brand
Song Jia, invited to attend the launch, retraced Triumph's century-long path of "finally finding the right one" on site, beginning her own journey of finding the one.
In front of the Triumph history exhibition area, Song Jia showed great interest in Triumph; the century-old Triumph has helped her and more women find the right one.
Passing through the corridor of Triumph's century-long history, Song Jia walked to the Hannah-style fitting room and picked up lingerie and a crown-shaped small cake...
Arriving at the fitting room, Song Jia could not wait to try it on.
Perfect Details
A mysterious, winding corridor and window displays reminiscent of those along the Champs-Élysées not only condensed Triumph's century-long history into a twisting journey, but also made finding the one an even more captivating affair.
Exquisite yet minimalist ornaments filled the on-site display area with an elegant and extraordinary Continental style, and 130 years of elegance permeated the entire space.
A seamstress's workbench was brought to the venue, aptly expressing Triumph's century-long professionalism.
Passing through the history corridor, the eye is drawn to the neon silhouettes and intoxicating scenes. The highly stylish cocktail area displays a seamstress's measuring tape and bras. All to help you find the right one. Looking back suddenly, perhaps the one is there amid the flowing gauze.
Show Highlights
Opening
This launch incorporated the wind, sun, geothermal heat and water bestowed by nature, using their infinite transformations as the cue; Song Jia and Triumph executives together opened the curtain on this launch.
Part 1: Wind — Light & Full Series
As the rustling of the breeze brushed past the ears and the sheer gauze swayed slowly, models wearing the Triumph Light & Full series began to take the stage, interpreting the magic of the Light & Full series amid the flow of wind and the lively, flowing gauze.
The Light & Full series high-apex half-cup features detachable straps, making matching easy and convenient and wearing more comfortable and free
Part 2: Sun — Impression · Light & Full
In a daze, the sound of wind faded and the wind gradually eased, and the sun began to flash its dazzling light. This light warmly melted the cold, and amid this warmth the models presented Impression · Light & Full in different colors; at this moment all things revived, firm and upright.
Part 3: Geothermal — Radiance · Light & Full
Under the shroud of sunlight, spring returned to the earth, and the ground increasingly revealed its passion, passing its charm to everyone. Wearing Radiance · Light & Full, the models felt with every step the passion from the ground that complemented Radiance.
Radiance uses a soft magic shaping support instead of underwire, providing better support while also being more comfortable.
Part 4: Water — Moisture · Light & Full
As the sound of a trickling stream and flowing water arose on site, life seemed to welcome a whole new cycle, rich and tender, delicate and light. Those water splashes, both firm and soft, coalesced into a touch of fullness on the models' chests — Moisture · Light & Full.
The classic moisture cup features a lighter embedded water pouch, making wearing more comfortable and imperceptible.
Perfect Conclusion
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 launch's complete success.
Industry Observation
Lingerie brand launches are increasingly focusing on immersive experiences and storytelling narratives, conveying product concepts through scene creation and model performances, which has become an effective way for brands to communicate with consumers.
Content Summary
The Triumph 2019 New Product Launch centered on the "Light & Full series" and combined natural elements to create a visual feast, successfully demonstrating the new products' light and comfortable characteristics.