Chico’s FAS’ intimate apparel brand Soma recently announced a brand makeover that embraces beauty, strength and creativity from the inside out. It evolved its logo and marketing campaign with a new tagline, ‘It Starts Within’. The new campaign showcases an example of empowerment and modern femininity, says Kimberly Grabel, senior vice president, marketing.

“We’re embracing our evolution and know a woman’s greatest strength lies within,” she said in a press release.

“It’s important for our logo to evolve as we do. We took the capital S of our previous logo, in Snell font, and turned it on its side – just as we have done with the new brand vision. The flourish of the S symbolises the curve of a woman’s body, the softness of our latest collection and the ability to shift into something new,” she said.

US-based Soma also launched a new modern loungewear collection, Soma WKND, which consists of multiple fabrications that are extremely soft and lightweight and also includes styles with sustainable eco-yarn that comprise soft recycled yarns made from plastic bottles that require less energy. The collection is available in a variety of colors in sizes.

Additionally, the brand introduced Embraceable Signature Lace bra and panty collection with floral lace designs; Soma Sensual sleepwear, bras and panties that comprise sensuous silk and satin fabrics; and Enbliss Soft Stretch panties with lightweight, breathable fabric in four styles.