Sexy, not sorry: Palmers celebrates women by crowning them. 




Too big, too fat, too loud, too quiet, too daring ... Women know the feeling of critical looks and the subliminal accusation of not conforming. The constant social pressure means that, according to surveys, 75% of all apologiescome from women[1]. Palmers puts an end to this and crowns every woman a role model.
“‘Sexy, not sorry’ is much more than a headline. For us, it is a statement and a commitment to the diversity of beauty. We want every woman to go through life with confidence and no longer feel that she has to apologize for her existence. As a lingerie manufacturer, we want to consciously create images that show attitude,” says Janis Jung, Chairman of the Board/CEO of Palmers Textil AG.
 
Brand ambassadors with storiesThe Somali-Austrian model, author and former Bond girl Waris Dirie, who fights for women's rights and against genital mutilation as a UN Special Ambassador with her Dessert Flower Foundation based in Vienna; Bianca Rosemarie, a deaf activist with vitiligo who campaigns for visibility and acceptance; the Viennese performance artist Pandora Nox, who performs as a drag queen against traditional gender roles and is the first woman to win the reality show format Drag Race Germany; Stefanie Millinger, eleven-time world record holder from Salzburg, who proves her strength and belief in herself to the world - Palmers brings a total of seven women with very different life stories and characteristics in front of the camera. What unites them is their greatness and the conviction that they don't have to apologize for themselves.
 
“We are immensely proud that our products are presented by women who confidently go their own way against all odds. We want to encourage girls and women to believe in themselves. We are young, old, tall, short, sexual, feminine, androgynous, quiet, loud - we are sexy, not sorry,” says Rosmarie Rotter, authorized signatory and Director of Sales at Palmers. For the domestic market leader in the lingerie sector, every woman is unique and apologies are inappropriate. Palmers is encouraging and in its current campaign crowns every woman a role model.
 
Campaign by Demner, Merlicek and Bergmann
Demner, Merlicek & Bergmann / DMB, Vienna is responsible for the idea, concept and implementation of the new Palmers campaign. The campaign will be launched on May 2, 2024, typically for Palmers with a giant poster of over 1200 square meters at Vienna Westbahnhof. From May 6, the OOH and digital OOH campaign will be rolled out at over 850 locations throughout Austria. The classic campaign will be expanded to include digital channels and a dedicated social media campaign, which will revolve around the authentic “Not sorry story” stories of the Palmers brand ambassadors.
 
Photos may be reproduced free of charge © Palmers Textil AG
01­_ Veronika Tóthová 
02_Waris Dirie
03_Stefanie Millinger
04_Bianca Rosemarie
05_Pandora Nox
06_Ewa Grabowska
07_Lea Schimel
08_Janis Jung (CEO) und Rosmarie Rotter (Director of Sales)
About PALMERS 
The iconic Austrian market leader in the premium segment has been there for women with its lingerie and advice for more than 100 years. In 1915, Ludwig Palmers laid the foundation stone for a company that still bases its success on exceptional performance in the areas of product, customer proximity and advice. Palmers is regarded as a driver of innovation with high quality standards in the lingerie sector with 180 locations in Austria. The Palmers brand enjoys an excellent reputation beyond Austria's borders and, thanks to its legendary poster campaigns, an above-average level of brand awareness. Today, Palmers is represented at 240 locations in 16 countries with its own stores, shop-in-shops and franchise areas in Europe. Palmers is constantly setting new accents and standards in communication and product.