By  on January 27, 2014

Swiss lingerie firm Triumph International wants to empower women — from the waist up — with a new, international campaign called Stand Up For Fit. The 128-year-old company is this year aiming to fit 100,000 women with the right size bra, at their own stores and other points of sale.

As part of the campaign, the $2.4 billion intimate apparel and underwear company is also producing stand-up comedy-style skits that will appear online, and reflect how women engage with their bras. The skits will launch in April, and will be written and performed by female stand-up comics from Europe and the U.S.

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