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'Real people' modelled Alexander Clementine's new underwear set in collaboration with Lady Amelia Windsor

We were delighted to be partnering with model and creative Lady Amelia Windsor to launch our newest collection. This was our first celebrity collaboration and most sustainable collection to date. Launching to the market this April, the collection revealed Alexander Clementine’s classic triangle bra and thong set in an unseen baby pink and featured a new logo – designed by Lady Amelia. As part of this collaboration, a Mangrove Tree will be planted in Lady Amelia’s name for every purchase made – a new initiative for the eco-driven underwear brand.

This was Alexander Clementine’s most inclusive collection - with sizes ranging from size 6 to size 24 – and modelled by real people with no modelling background. This campaign had been designed to ensure that all body types are represented, and their diversity is celebrated – empowering wearers to feel beautiful and confident.

 The Lady Amelia Windsor Collection

Alexander Clementine’s new collection, made in partnership with Lady Amelia Windsor, is a timeless triangle and bra set, handcrafted from the brand’s own unique silk-like seaweed blend. A classic style with a twist – the exclusive set has been designed in an energetic baby pink with a brand new, hot red heart-shaped logo that reads ‘Made in London with Love’. The new launch has been designed to ensure wearers feel sexy, have fun and are themselves. The underwear includes no wire or padding and the stretchy under band is wrapped around with the incredibly soft fabric to enhance comfort whilst maintaining the highest level of support for the wearer. The logo reflects the designers’ love for the environment – Lady Amelia’s strongest emotion – and it also emulates the passion behind the collection’s modelling campaign.

A fashion-forward figure, Lady Amelia is well known for her passion for sustainability and safe fashion practices. As part of this collaboration, Alexander Clementine has launched a brand-new initiative - a Mangrove Tree will be planted under Amelia’s name for every purchase made. Scientific studies show that Mangrove Trees store large amounts of biomass in their extensive root system, sequester carbon at a rate of two to four times greater than mature tropical forests and contain the highest carbon density of all terrestrial ecosystems. They are also a key part of our coastal ecosystems, naturally servicing fisheries, fibre reduction, sediment regulation and storm and tsunami protection. These Mangrove Trees will be planted in Madagascar and Indonesia and is another great step forward for Alexander Clementine – a brand that already ensures 99% of their all waste is reused and recycled.

Alexander Clementine is well known for its recyclable and biodegradable packaging and will be sending off each new order with a personalised thank you note to every wearer – written on peppermint seed paper. A lover of peppermint tea, Lady Amelia chose this paper herself, and it will be accompanied with a recipe for ‘Amelia’s Perfect Peppermint Tea’ – so wearers can grow their own peppermint plant too.

Alexander Clementine’s breathable fabric is naturally antibacterial, anti-odour and wicks moisture away from the body - providing the perfect fabric for underwear. The underwear maintains the natural properties of seaweed and is enriched with vitamins and minerals that are absorbed through skin. These include iron and iodine (vital for thyroid function) vitamins A, C, E & B12.

Lady Amelia Windsor comments on her collaboration with Alexander Clementine: “It has been fascinating to learn about the positive use of seaweed as a material for underwear. The endless health benefits to peoples’ skin due to the vitamins in the material are remarkable – as is the fact that it uses 97% less water to create than cotton. I have loved working with Co-Founders Alex and Freya, who are so passionate about what they do, and we’ve had so much fun designing the collection. Our collaboration has been a labour of love, all designed and created with the energy of London.”

Alexander Clementine’s Inclusive Model Campaign with Real People

Alexander Clementine has always been passionate about curating a positive message around body image and ensuring all body types are represented in their styles. This is also very important to Amelia and this collaboration has successfully created Alexander Clementine’s most inclusive collection to date upon her request. This goes further than a wide range of sizing options – it also includes a powerful and diverse modelling campaign, comprised of real people, to truly showcase that the new collection has been designed with all body types in mind.

Alexander Clementine sourced their fabulous ‘models’ on their Instagram platform through a search campaign which took place earlier this year. The brand requested that their own followers spread the word and put themselves forward to be the faces of their new launch. The advert read ‘whatever size, shape, height or hair – we want YOU’ and the brand was overwhelmed to receive over 500 applications of inspirational people, all beautiful and with their own story to tell. With difficulty, Alexander Clementine finalised their models down to just six wonderful people, none of whom had modeled before. The models ranged from size 6 to 24 and represented the diversity of the brand’s audience and followers. The Covid-secure photoshoot saw each model come out of their comfort zone – with many of them saying their application was a vehicle to push themselves further and grow in confidence

A brand that prides itself in making people feel happy in their own skin, Alexander Clementine was delighted with the models’ feedback that the photoshoot and underwear made them feel empowered, beautiful & sexy. The models also expressed their pride in being able to wear something so stylish that is also sustainable.

Alexander Perry & Freya Clementine Rosedale, Co-Founders of Alexander Clementine, comment on the new partnership and collection: “We are so excited to be partnering with Amelia Windsor and working with such inspiring people to model our new collection. This is our most eco-friendly collection to date and Amelia completely shares our values when it comes to sustainability, she is fashion forward and advocates against the use of harmful fashion practices. We are all so proud to have created something so beautiful that also gives back the environment with every purchase. We have always said that our brand is good for you and good for the planet, and this inclusive model campaign is about making real people feel good too. We want people who wear our new collection to celebrate the beauty of their bodies and their individuality.”