For the launch of her new lingerie collection, local designer Miss Crofton has teamed up with directors SON to release her new collection through Snapchat. One half of SON and W+K Creative, Katie Harrison writes:

The insight that underwear is only ever seen for a few seconds and the voyeuristic behaviour that Snapchat offers its users gave us the perfect opportunity to explore and experiment on this untapped platform. We wanted to upturn the platform’s notorious use for sending anonymous dick pics, (we’ve all had them), in favour of curated, beautiful and relevant content. As well as showcasing the new collection, each clip playfully subverts the representation of pornography in a social generation, empowering women to feel comfortable in their skins and embrace their sexiness.

Constantly challenging the representation of women in the social world, SON have already successfully turned their hands to Vine with their music promo for Rhosyn. However, it is the live element of Snapchat that has allowed SON to make content relevant in their audiences’ lives, from the day of the week to social commentary. The use of offers and giveaways is the icing on the (very pink and provocative) top.

The campaign runs over the next month, so make sure you are following misscrofton on Snapchat and they might just give you a sneak peak into the bedroom.