Knix’s “Out of Office” campaign highlights its new swim collection and features four female founders of brands in the health, wellness and beauty space.

Knix, a Canadian brand, calls the campaign celebration of women who are “unapologetically powerful,” featuring Deepica Mutyala of Live Tinted, Babba Rivera of Ceremonia, Katie Sturino of Megababe and Natalie Dusome of Poppy and Peonies.

Michelle Adams, senior director of brand marketing at Knix, tells strategy the concept was inspired by the idea that even the busiest women take time to disconnect, recharge and rejuvenate. “Knix has always leaned into community, differentiating us from what you typically see in other swimwear campaigns,” she says, adding that featuring real women with unique stories is a core principle to the brand.

To celebrate the launch, each participating brand in the “Out of Office” campaign is offering an exclusive gift purchase to Club Knix loyalty-program members with any online swimwear purchase from the new collection. Qualifying customer orders will receive either a Poppy and Peonies cosmetic bag in espresso, a Ceremonia guava rescue spray, a Megababe mini-thigh rescue anti-friction stick or a Live Tinted SPF 30 3-in-1 mineral sunscreen.

Each piece in the collection features UPF 50-plus protection and is available in extra-small to quadruple-XL sizing, in a variety of colours, including black, white, “wild cat” (leopard print), espresso and deep orchid. Select pieces from the collection provide built-in leakproof technology.

“This campaign means a lot to me because supporting women-founded brands isn’t just trendy, it’s actually essential if you want to enhance your quality of life – because nobody will ever create for the female experience better than women themselves,” Rivera says.

Swim is also a steadily growing category for Knix, Adams points out. The brand launched a single collection in 2020 and is now debuting multiple collections per year.

Knix’s Swim Collection is available at retail locations across Canada, as well as on its website.

In February, Knix dropped its “anti-perfect” swimwear collection for a campaign that leaned into the brand’s overall messaging, that it’s “not about perfection or exotic destinations,” but how you feel in the moment.

And in July, the brand launched the second phase of its “Sport Your Period” campaign, which featured former Olympic soccer star Megan Rapinoe and was designed to help remove the taboo around menstruation in sports.