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With a name inspired by the French words “sans souci”, meaning “carefree age”, Sorciage – a subsidiary lingerie line under the Wacoal label – needed to redefine its target audience and consequently its brand and art direction.
We moved to depart from previous campaigns where the Sorciage lady was portrayed as a cute, doll-like, role-playing character. By our definition, the new Sorciage lady is a true-to-her-heart, sexy and free-spirited woman who is not afraid to indulge in the occasional fantasy. We would like the audience to be intrigued into following her subsequent adventures.