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ClickZ Underwear | What Underwear Marketers Like You Can Learn from Cannes & Celebrity Endorsements

See how red carpet trends and Son Ye-jin’s campaign are driving new sales records and brand buzz.

Author

Sophie Bruxner-Randall
May 28, 2025 • Estimated Reading Time: 6 minutes

Welcome to ClickZ Underwear, your essential newsletter for underwear eCommerce professionals.

New Research 🧐

Google's YouTube and Demand Gen are soaring as the fastest-growing Google Ad channels year-over-year. Why are brands betting big on them in 2025?

Fospha's analysis of over $500M in ad spend across hundreds of brands reveals why. From accelerated revenue growth, to boosted Amazon sales and higher AOV - brands going full-funnel in Google are winning big.

For the full research and a step-by-step guide to maximizing these channels, download the free resource now!

FASHION INSPIRATION

Clovia

Cannes 2025 red carpet looks inspire a focused guide to pairing high-impact gowns and sarees with lingerie solutions—such as strapless, balconette, and minimizer bras—that address real-world wardrobe challenges for women. For marketers in fashion and eCommerce, these celebrity-driven insights directly inform product positioning, influencer collaborations, and content strategies aligned with aspirational, trend-driven consumer behavior.

CAMPAIGN HIGHLIGHT

amanté’s “Made Like You” campaign positions luxury everyday innerwear as a symbol of modern womanhood, focusing on fluidity and confidence—core messaging that resonates with today’s values-driven consumers. For marketing professionals, this move demonstrates the effective integration of targeted messaging with contemporary social trends in the premium apparel segment. Marketers should note how brand campaigns aligned with evolving cultural narratives drive both consumer engagement and differentiation in a crowded market.

CELEBRITY ENDORSEMENTS

Griti achieved a record 640 million won in daily sales after enlisting Son Ye-jin as its brand model, with consistent growth since the campaign launch. This surge highlights the direct impact of celebrity endorsements on brand awareness and sales acceleration—a critical takeaway for marketers driving rapid eCommerce results.

FASHION INNOVATION

Trend Hunter

Noosh’s AIR seamless chafe-prevention undergarments address consumer demand for comfort and inclusivity with laser-cut, breathable, temperature-regulating fabrics in an expanded shade range, eliminating visible lines and chafing. This product highlights shifting consumer expectations toward functionality and personalization, presenting marketers new opportunities for engagement in the intimate apparel sector.

Still at The Lead Summit? Don’t miss this 👇

The Lead Summit is underway—and our exclusive drinks reception is happening tomorrow.

We’re bringing together some of the smartest minds in commerce for one evening of sharp conversation and good wine in NYC’s FiDi district.

⏱ Thursday, 29 May | 4:30 PM (evening of Day 2)
📍 Wine Bar just 15 mins walk from TLS conference venue – exact location shared upon RSVP Confirmation

Have a look at some of the brands that joined us before:

Influencer Corner 📣

Sometimes, it takes a random viral TikTok to remind us how much the rules of brand interaction have changed. | João Afonso Parra

I recently came across a video (https://lnkd.in/dDgua4AZ) in which a regular user challenged brands to comment on her video during a 3-hour flight, and the response was remarkable.

Within hours, leading brands from multiple sectors flooded the comments section with creative, brand-aligned messages that not only generated massive engagement, but also showcased a new dimension of real-time marketing.

👉 TikTok stands out as the most algorithmically democratic social platform today. Visibility depends less on follower count and more on the relevance, creativity, and resonance of the message.

Optimization Hub ⚙️

INNOVATIVE AD STRATEGIES

Google’s Performance Max updates provide marketers with in-campaign asset AB testing, support for up to 10,000 negative keywords, and a comprehensive Search Terms Report—transforming campaign optimization and control. These features are essential for eCommerce professionals seeking granular campaign management and actionable data-driven decision-making.

DIGITAL AD PREFERENCES

Adobe’s survey reveals that UK audiences are more skeptical of influencers and less responsive to emotional ads compared to the US, yet video remains the most effective ad format in both markets. US consumers have a higher propensity to act immediately on ads, while ad blockers are primarily used to minimize pop-ups. Marketers targeting these regions should prioritize video content and humor, and adjust influencer and emotional messaging based on regional trust levels.

ClickZ is a ClickZ Media publication in the DTC eCommerce division