CONCEPT
live that life. the one that gives you breath. and. takes your breath away.
- @nayyirah.waheed
VOICE AND SPIRIT INSPIRATION
I’m evolving.
I’m not what I once was. I don’t look the same. I don’t feel the same.
I earned every muscle, every stretch mark, every scar.
But I’m not done yet.
I’m not done growing. Learning. Teaching. Moving. Breathing.
I’m a real woman with real needs. And high expectations.
I’m embracing change. I’m choosing joy.
My younger self would be proud, but I’d want her to know the best is yet to come.
As her lifestyle, activities, nutrition, and priorities change, so will her body. Soma supports every stage in her life. Every win, loss, or gain. The Soma voice should always be confident, optimistic, and feel like it’s coming from a trusted friend. We must earn her trust every day through impeccable fit, uncompromising quality, and the most amazing personal service she will ever find from an intimates brand.
Soma’s Creative should reflect her values and aspirations. She should see and feel that Soma is a brand for her, but also fit for a diverse range of women in their own life stages, with their own experiences. The Soma customer is not a single person. Our target demographic must be inclusive, with eyes to embracing boomers and millennials alike, those who are loyal or have just entered our market space. Soma Creative must project (through voice, design, and photography) as a brand who is relevant to her today, and to her modern needs and expectations of the customer journey.
