— Underline by Fine Lines

Every woman deserves to feel confident and supported whatever the occasion.

With over 30 years experience, Fine Lines are famous for their strapless and convertible bras, providing comfortable solutions that never let you down.

Paper Stone Scissors was appointed by Fine Lines to help build and launch its new label UNDERLINE. A new underwear brand that is reshaping the conversation by taking the lead in underwear for real women.

The UNDERLINE brand positioning marries fashion and function which needed to be evident in the creative expression. Lingerie is an ‘essential’ part of every woman’s wardrobe.

We brought this to life through a series of stills that captured the essence of getting dressed. The images were shot to draw attention to the detail, fit and finish of the garments with the lingerie becoming an extension of the self.

The collection and campaign celebrate self-expression in every form. We worked through every aspect of this brand from the name, brand narrative, brand identity and all visual assets.

We were incredibly inspired by the contemporary mindset around consumer profiling and brand narrative, and were excited to bring this to life.