Improv comedy can test the courage of the most self-confident performer. Just imagine doing it in your underwear.
But there’s no stage fright evident in the new photo campaign from Dear Kate, which uses five young New York comedians to model the brand’s underwear.
Dear Kate, which specializes in leak-proof undies and yoga wear, teamed up with “the wittiest and silliest babes in NYC” from the Upright Citizens Brigade improv troupe and College Humor. Photographer Jessica Imhoff show the group on stage at the UCB East theatre in Manhattan.
The campaign is a memorable way to introduce Dear Kate‘s new Lucy collection, named for the legendary funny girl Lucille Ball.
It’s also the latest in a series of campaigns from Dear Kate to promote an alternative approach to lingerie marketing by using real models with a range of body types, ethnic backgrounds and personalities. Last fall, the company generated widespread attention (and some controversy) by using women who work in the technology sector to model their products, and uses its social media reach to showcase women in non-traditional jobs and unique lifestyles.
Dear Kate‘s Lucy collection of “spring fancies” includes three brief styles and one bralette that feature the company’s moisture-wicking fabric. The line comes in three shades (blackout, latte and slate) and uses contrasting satin panels to add a bit of glamour to the functional garments.
The full Lucy lookbook can be viewed here.
Each of the women involved are busy working comedians with numerous gigs in improv, theatre, TV, film, dance and web shows. You can learn more about these funny girls by clicking on the links below, and watch the Dear Kate blog for longer profiles of each model.