Hunkemöller Dear Diary Campaign


I am not really familiar with Hunkemöller as a brand. It is a Dutch lingerie chain with a branch in my nearest shopping centre, directly opposite my favourite coffee shop.

For the past few weeks they have had a campaign that plays on a diary theme. Someone has written out quite a few diary pages and featured them in the window display.

The big book (which is lovely by the way), reminds me of something that Karen Blixen would have written ‘I once had a farm in Africa’….

I was wondering why they chose a diary theme (Romantic? Something someone would have done in their underwear? A womanly pursuit?) and who wrote out the original pages. An ad agency? A Hunkemöller employee?



Author: Janet Carr

Fashion, beauty and animal loving language consultant from South Africa living in Stockholm, Sweden.

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