Myla appoints View in attempt to ditch 'sex-toy' image

LONDON - Myla, the lingerie company, has appointed creative brand agency View to reposition the brand in an attempt to distance itself from its 'designer' sex-toy image.

The agency, which has picked up the business without a pitch, has created an international campaign focusing on Myla's fashion credentials.

It was shot in Paris by fashion and beauty photographer Ben Hassett, and features upcoming model Tetyana Piskun.

The campaign includes a series of press ads, starting in October, in Vogue, Harper's Bazaar and New York-based fashion magazine V. There was also be point-of-sale activity in stores across Europe and the website has been revamped.

Valerie Wickes, creative director at View, said: "Myla's 'designer sex toy' image had overtaken and affected the perception of the company's core product, threatening the long-term aspiration and desirability of the brand.

"We wanted to restore a healthier balance between fashion and seduction, which I saw as key to fulfilling the business's international goals."

Media planning and buying, which is carried out in-house at Myla, is unaffected by the appointment of View.

Founded in 2000, Myla was created by two friends to build the first sex brand for women. Selling lingerie and sex toys, its has ten UK retail locations across UK, Europe and America and sells by mail order and online.

In 2005, it received investment from The Bandwidth Group and asset management houses The Duet Group and Octopus.

View's other clients Aquascutum, Bruce Oldfield, Gerard Darel and Alan Yau.

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