Honey Birdette, the Australian lingerie brand, has recently launched its 2024 Christmas campaign, dubbed ‘Merry Kinkmas’. The campaign rollout spans various platforms such as the brand’s website, social media channels, and video-sharing platforms like YouTube and Vimeo. Notably, an explicit version was exclusively shared with the website and VIP mailing list.
Emma Caldicott, the Chief Brand and Digital Officer at Honey Birdette, revealed that the campaign video has already amassed over 500,000 views. Caldicott emphasized the brand’s commitment to elevating each year’s holiday campaigns by introducing a new content strategy that diversifies content delivery channels. In addition to the Sydney-shot main campaign, Honey Birdette concurrently unveiled two campaigns shot in the USA, leveraging a blend of organic exposure and influencer marketing.
The Christmas campaign serves as a platform to showcase Honey Birdette’s latest lingerie offerings, featuring a range of bras, lace-up corsets, bondage accessories like whips and paddles, and a luxury leather swing that adds a touch of opulence to the collection. The campaign involved a team of fifteen individuals, including production crew members and models Chanel Stewart and Julia Cavanagh. Notably, the brand ensured meticulous attention to detail by having a bondage specialist on set, alongside coordinators and riggers to manage the leather swing.
Simultaneously, Honey Birdette is gearing up to release 12 new lingerie collections in the upcoming weeks. These collections range from two-piece ensembles to elaborate seven-piece sets, encompassing both lingerie and lounge wear. The brand’s commitment to innovation is evident in the incorporation of new textures and fabrics in its collections. For instance, the Angelica collection marks Honey Birdette’s inaugural venture into all-over beading, while the Whitney Sparkling Red line boasts thousands of sequins for a dazzling effect.
While remaining attentive to customer preferences, Honey Birdette is strategically focused on setting trends rather than following them. This deliberate approach is exemplified in pieces like the Eliz chemise, a striking slip crafted from chartreuse satin embellished with premium zircon crystals, showcasing the brand’s dedication to creating unique and luxurious lingerie pieces.
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