The aim was to create a strong piece of communication that would promote Triumph Bra fitting services for women with unique body shapes.

The right-fitted Bra can help create a more balanced silhouette under clothes. This is why the first step for a woman to start their perfect Bra search with is to understand their own body shape.

This was the starting point for this project — to look at the most common body shapes and then find the best way to communicate the idea of fitting and customization of lingerie for every woman to highlight their beauty. This is how the slogan Beauty is Custom was born.

There are several most common types of women’s body: Triangle shape, Inverted triangle shape, Rectangle shape, Hourglass shape, Diamond shape and Rounded shape.
So the fitting message is presented through creation of art bra, based on different types of women’s body. Some basic types of women’s body are chosen for designing different outfits for each type, based on their geometrical shapes.

It was decided to create something beautiful from paper — a material that doesn’t normally lend itself to being draped and shaped on a living being, though underlining fitting message again when we finally see that this material fits. Read Less