Triumph International has rolled out its latest autumn-winter campaign, #JustLikeYou, urging women to embrace their authentic selves and redefine beauty on their own terms.
Positioned as more than a product push, the campaign highlights a cultural shift where women are moving away from societal pressures and external validation to celebrate individuality, confidence, and self-worth.
“With #JustLikeYou, Triumph is celebrating a powerful shift — women choosing comfort, confidence, and authenticity on their own terms,” says Ankur Damani, Commercial Director, Triumph International (India & Sri Lanka). “This campaign is more than a message; it’s an invitation for every woman to embrace her individuality and like herself first. With the unveiling of our campaign, we are also excited to launch our dedicated Triumph Lingerie India Instagram page, @triumph_in, a space designed to inspire authentic self-expression and create a community-driven movement through #JustLikeYou”.
“With AW25, we are not just launching a campaign, we are launching a movement,” adds Bhavin Devpuria, Marketing Head, Triumph International (India & Sri Lanka). “With #JustLikeYou, Triumph celebrates authenticity – encouraging women to like their style, their choices, and most importantly, themselves. With this campaign we are introducing the concept of ‘Beauty Wardrobe’, our way of reminding women that beauty is not about trends, but about confidence that starts from within.”
The campaign also introduces the concept of a ‘Beauty Wardrobe’ — presenting lingerie not as a hidden necessity but as an empowering foundation of everyday style and confidence.
For AW25, Triumph has launched three key products:
-
The Occasion Enhancer – T-shirt Bra: With a transparent back, designed for versatile party silhouettes.
-
The Shape Enhancer – Grace Minimizer: Reduces bust size while offering everyday comfort through wide, padded straps.
-
The Elevated Minimalist – Sweet Line Smooth Cup Collection: Featuring a sweetheart neckline with lace accents for an elegant yet natural silhouette.
The message is timely. Studies show that over 70% of young women in India feel judged on appearance daily, with many facing body image concerns. Triumph’s new approach—focusing on comfort, confidence, and fit—aims to strike a chord with this audience.
The AW25 collection, priced from Rs 1,049, is now available at Triumph exclusive stores, leading retailers, and online platforms across India.
Founded in 1886 in Germany, Triumph is one of the world’s largest producers of lingerie, underwear, sleepwear, and swimwear. In India, the brand has been present for 24 years, with over 1,300 retail touchpoints, catering to more than five million customers annually.
