FASHION exclusively shares Knix’s new film, released during the AdWeek Challenger Brands Summit ahead of International Women’s Day.
A chorus of celebrities – namely Chrissy Tiegen, Serena Williams, Halsey and other public figures — have reframed the pregnancy conversation in recent years, waking up to the heartbreak, joy of childbirth, body image and motherhood style (take Rihanna’s jeweled baby bump as evidence of those standards changing).
In December, supermodel Ashley Graham (then pregnant with two boys, born earlier this month) notably shared a photo of the stretch marks that lined her stomach like the “tree of life,” by her husband of over a decade, Justin Ervin.
Knix Global Ambassador, Ashley Graham and Joanna Griffiths, Founder and CEO of Canadian lingerie brand, who gave birth to twin girls last year, shared their shared experience of crossing gender barriers. The result of this bond is a new film conceptualized by Graham and Griffiths celebrating “the magnitude of female strength in all its forms”.
Published on February 23 during the AdWeek Challenger Brands Summit ahead of International Women’s Day on March 8 Fat. Strong. Women sees a Graham baring her belly (the coolest maternity style of 2022) in a sleek black suit jacket, bra and pants as video footage of lightning flashes behind her.
“Big and strong, that’s what we tell every boy to be,” she says as a montage of music videos takes over. “But what about us girls? We must be big and strong. Strong enough to love us when the world tells us not to. Interestingly, this very idea was tested on set when Knix was unable to find a designer who made costumes in Graham’s size or for pregnant women. In the end, the team found a custom suit with the designer Brandon Maxwell.
“I’m beyond excited to show the world what we’ve been working on for Knix. Together with Joanna, we created this film to showcase all of the challenges that women face and that make them the epitome of strength that should be celebrated every day,” said Knix Project Creative Director Ashley Graham, in a press release.
“To choose to challenge traditional gender norms or endure the physical and mental strength needed to overcome the challenges of fertility and loss. There are so many ways women need to be big and strong. It was a message I wanted to share with my own twins,” Griffiths added.