At the first time, Vivien introduced the brand image advertising in SS season of 2009.
It is not the explanation for functions of underwear but it is the brand image that induces consumers to buy.
The goal of this campaign is imprinting the brand which Vivien can fulfill the biggest women’s needs, the volume.
The advertising was also made to be faithful to the goal, the volume = Vivien.
Expressing the model’s volume by various themes, consumers can feel that they appreciate the advertising as if it is a luxurious catalog.