Triumph's ad campaign

NEW DIRECTION: Triumph has tapped the British photographer Rankin to shoot the innerwear brand’s spring advertising campaign, which features the Australian model Jessica Hart.

“I love empowered women — and she’s really empowered,” the lensman said of Hart. “She’s like a machine gun, constantly changing and doing things — sometimes subtle and sometimes extreme — but always incredible in front of the camera. She really knows herself and knows her own personality and what she’s about — and that really helps. Most of the big supermodels in the world have got that.”

The campaign, “Every You,” shows women pictured wearing the brand’s leisurewear and lingerie, with styles including the Amourette 300, the Magic Boost and the Triaction. The campaign is a part of the company’s new creative direction and will run in the March issues of the British editions of Grazia, Stylist and OK!, as well as on the brand’s digital channels. Hart has modeled for Victoria’s Secret, Michael Kors, Guess and Esprit and has walked in runway shows for Julien Macdonald, Christopher Kane and Giles Deacon.

Hart said the campaign’s theme resonated with her because “honestly, at most times, I feel like I’m many different people rolled into one. At one point in the day I will be modeling, all focused, super confident and in getting into character. And at another, I’ve turned off my in-front-of-the-camera face and I’m all relaxed and calm. It’s fantastic that Triumph recognizes all the different roles a woman plays throughout her day to day and offers something for everyone.”