Advertising Campaign for the Kelli Brand

Kelli is an online lingerie brand that views undergarments not merely as clothing, but as a means of self-expression, an exploration of femininity, and a transformation of persona. The brand emphasizes sensual aesthetics, floral lace, delicate textures, and thematic collections, each unfolding through its own visual narrative. Inspiration drawn from Tarot, symbolism, unique characters, and literary motifs shapes Kelli’s recognizable style—a fusion where traditional lingerie aesthetics meets the play of imagination and identity. The brand’s core idea is to give women the opportunity to feel diverse, try on new moods, and discover unexpected facets within themselves. The project combines mysterious sensuality, refined luxury, vintage romance, and subtle provocation, transforming the act of choosing lingerie into an emotional experience.

Women’s lingerie in limited-edition thematic collections, reflecting the elegance, sensuality, and mystery of the woman.

Women aged 20–35 who follow fashion and aesthetics, value individuality, and use lingerie as a form of self-expression. They seek sensual, unique sets with interesting design, good quality, and comfortable fit at a reasonable price. For them, thematic collections, model variety, and the ability to select lingerie that suits their style, mood, and body type are important.

The choice of underwear is often tied to the expectations of others, perceptions of attractiveness, and the desire to conform to a certain image. At the same time, lingerie can be a way to explore one’s own sensuality, change mood, and try out different versions of the self.

Show that Kelli is not just lingerie, but an opportunity to inhabit a new persona. Transform the act of selecting a set into a game with random characters, Tarot cards, and absurd instructions, where the wearer decides for herself who she will be today.

Kelli transforms the choice of lingerie into a game of randomized roles. A temporary pop-up store becomes an agency where a young woman receives a voucher, a Tarot card, a new persona, and a set matching her character. The main product of the campaign is a garter that can be worn both as an intimate accessory and as a hair tie. It preserves the idea of a secret code and accompanies the woman outside of the fitting room.

How can you transform the purchase of underwear into an opportunity to try on a new persona and create an unusual brand interaction experience?

One accessory merges two functions: a hair tie and a headband. Depending on how it is worn, the familiar item changes its meaning, becoming a symbol of playing with image and identity.

In the pop-up space, the young woman receives a ticket with a random number, a new persona, a Tarot card, and a set of lingerie. The accessory becomes a tangible reminder of the chosen character.