This is always a big week for Free People as festival season kicks into high gear and fans of the boho chic label start shedding layers as a matter of principle.
And if you haven’t yet finalized your outfit for Bonnaroo this weekend, there’s plenty of good news from Free People, which has expanded its intimates line and is promising 30% more styles in their 35 boutiques across the country.
It’s part of a big push over the past year to increase the brand’s profile as a go-to source for soft layering pieces — even if FP’s selection of bandeaus, crop tops, rompers and the like stretches the definition of what constitutes a lingerie collection.
Intimately Free People is all about casual comfort — at home, on a café patio or in your favorite mosh pit — and few brands have captured the effortless randomness of hippie style more effectively.
The Philly-based cousin of Urban Outfitters is also making a big marketing push for its intimates collection, and hired UK wild child Daisy Lowe to model its new goods. The Alison Williams lookalike isn’t a household name in the U.S. but the campaign will be popular in Britain, where FP launched its first international webshop last year (and where Daisy is a familiar figure in the tabloids).
(For trivia hounds, Daisy’s mom Pearl Lowe was a former model for Agent Provocateur, while dad Gavin Rossdale eventually settled down with another inner-outerwear icon, Gwen Stefani).
The best part of FP’s new push into the lingerie market is that it comes with another wonderful, romantic video (above), the second in what Free People says will be a continuing series.
‘The Neighbor’ is another urban love story along the lines of last winter’s ‘Roshambo‘ and features Daisy and Jacques Naude as neighbors who take forever to hook up. The catalyst, of course, turns out to be Daisy’s smashing FP undies.
Here are some more shots from the latest Free People campaign.