Move

Brand campaign for a new line of inclusive underwear, proposed for Beija London. Challenge: What does inclusivity mean to you? This campaign concept aims to move beyond traditional gender norms, inviting individuals to embrace their authentic selves by removing the constraints of binary labels. At the heart of "Move" lies the celebration of movement in all its forms, serving as a powerful medium for self-expression and exploration. Mia Schmitt, a multifaceted movement artist based in London, embodies the spirit of our campaign with her diverse practices, including aerial arts, boxing, yoga, and video making. As our muse, Mia epitomises the beauty of fluidity, inspiring others to redefine their identities beyond societal expectations.