It's not an either/or situation  

The “Everyday Iconic” campaign invites you to feel iconic every day. What trends in the lingerie market are you addressing with this collection?  

Thomas Herreiner, Head of Buying & Merchandising at Sloggi DACH: “We’re currently seeing two contrasting trends in the lingerie market. On the one hand, there are comfort-focused concepts like Sloggi Zero Feel; on the other, there are styles where the focus is primarily on appearance.” Sloggi Everyday Iconic demonstrates that this doesn’t have to be an either/or decision, combining cool, modern styles with comfort. Because every day should feel special. 

What specific consumer needs or everyday moments were central to the development of the campaign concept? 

Sonja Klocker, Global Brand Marketing at Sloggi: The consumer insights underlying the “Everyday Iconic” campaign are observations about how we live and what influences us culturally. Much of what is happening in the world right now feels stressful, overwhelming, and disruptive—and even some of our coping mechanisms, such as “bed rotting” or “doomscrolling,” only further prevent us from achieving what truly makes us feel better: genuine connection with one another. 

Sloggi Bodywear is designed to empower our customers to be their true selves every day—to be the “icons” they truly are. That’s when the best and most extraordinary moments happen! It is precisely these moments that we’ve brought to life in our campaign.  

The partnership with Algaeing underscores Sloggi’s commitment to sustainability. How important is this issue to you as a company—and to consumers?  

Sonja Klocker: We are very excited about our partnership with Algaeing. We know there is a great deal of interest in more sustainable products. At the same time, many options are still too expensive to fully integrate into everyday life. This is precisely where it will be decided whether sustainability truly becomes mainstream. The fashion industry has a significant impact on the environment and society, and we take our responsibility seriously to make better solutions more accessible.