Triumph Launch the Essence Collection with the help of New Technology at Selfridges.

by Katie on February 26, 2012

Triumph are an old brand with lots of kudos and forward thinking bods who have enough savvy to know when to call in the troops and the technology to boost the brand and keep it at the forefront of shoppers in an overcrowded lingerie market.

On the 23rd February at Selfridges, London, Triumph Essence launched with a unique fantasy experience with Brand Ambassador, model Helena Christensen, on hand to introduce the collection. 
Triumph Essence has created not just a unique range of lingerie but a unique experience within the store. Inspired by the delicate fabrics and alluring appeal of the new collection, the brand has focused on fairytale theme, designed to entice and beguile. Striking visuals, including a forest made from lace, set on a magical blue backdrop, invite the customer on a journey to ‘Follow the path to your fantasy’.  

Real life merges with the digital world adding a new angle to the customers’ experience. Through the Augmented Reality Triumph Essence app, secret video content and product information is revealed within the lace butterflies and birds in the window displays at Selfridges.
This combination of design and technology continues through to the lingerie floor where female shoppers will discover The Triumph ‘Fantasy Mirror’ which allows them to experience the collection without removing a single item of clothing. This uniquely interactive way of trying on lingerie requires shoppers just to select their item of underwear on the digital touch screen and then watch as the mirror creates a 3D visualisation that perfectly maps it to their shape.*
Helena Christensen seduced by her mere presence at the launch event. And who better to add some design influence than the woman who has appeared in numerous ‘best dressed’ lists and who is majorly influenced by vintage clothing. Christensen has moved on from her role as Brand Ambassador of Triumph to design some of the pieces for the Delicate Essence collection.  Fused lace and soft fabrics create pretty and subtle shaping effects that flatter as well as having the feel good factor. Helena talked of next season’s collection and said that she was introducing more elements inspired by hand made vintage lingerie in tones of off white, lavender, black, nude and then bursts of bright colour.

Helena said, “For me, it’s essential for a lingerie company to have a female perspective. After all, women are wearing these pieces and it’s all about what makes you feel good. And these sophisticated styles definitely do that.” 

*Appointments to use the Fantasy Mirror with a Triumph fitting assistant can be booked through the app. 

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