Wolford
Wolford, established in 1950 in Bregenz, Austria, has long been synonymous with luxury skinwear, renowned for its innovative knitting technology and high-quality legwear, lingerie, and bodywear.
Over the decades, the brand has cultivated a reputation for elegance and sophistication, appealing primarily to an older, affluent demographic, but like any iconic brand, it needed to evolve to stay relevant.
The Challenge
Wolford faced a critical challenge: while renowned for its high-quality skinwear and luxurious heritage, it was perceived as a brand for an older, affluent audience. This perception limited its reach, particularly with younger consumers who value inclusivity, self-expression, and sustainability in the brands they engage with.
The challenge was to balance tradition with transformation—bridging the gap between its legacy and the expectations of a new, dynamic audience
Solution
Shifting Wolford from being perceived as exclusive to inclusive.
The new design celebrates fierce self-expression and femininity, pairing bold visuals with soft, sensual photography to create a balance between strength and elegance. Sustainable, functional, and tactile packaging reinforced the brand’s commitment to purpose and authenticity, speaking to the values of today’s consumers.
This wasn’t just about updating the visuals—it was about creating a brand experience that felt accessible, empowering, and deeply connected to a new generation, while still honoring Wolford’s heritage. It was a modern interpretation of luxury, designed to invite everyone in
Agency: Design Bridge & Partners
Client: Wolford
Role: Design Director