“Ultimately, the goal is to provide women with something that makes them feel like their best selves,” Ashley Graham tells Vogue.
Graham’s lineup of bras, bodysuits, and briefs takes Knix in a new direction. Primarily known for its leak-proof period underwear, the brand has earned praise for the way its products perform. While the new line doesn’t sacrifice any functionality, Graham wanted to ensure the designs were fashion-forward and benefited from her years of expertise. “I’d designed capsules before, and I have had such a history withthroughout my 20-year career,” she says.
The capsule – and Graham’s role as brand ambassador – grew out of conversations Graham had with Knix founder Joanna Griffiths online. “It all started on Instagram,” explains Graham. “I love when that happens. The best thing about social media is that you can connect with people, and Joanna was in my DMs. We started just chit-chatting, and she would send me bras and different underwear, and they just became my favourites.
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