Abecita – Pin-Up Campaign

Abecita is an established Swedish lingerie brand founded in 1932.

For this campaign, Andrea Belluso developed the Pin-Up concept as part of a strategic repositioning aimed at strengthening loyalty among the existing core audience (women aged 30+) while also attracting a younger demographic.

Drawing on his background in fashion and beauty photography, Andrea interpreted emerging fashion signals influenced by boudoir aesthetics and translated them into a contemporary visual narrative inspired by the Pin-Up era. The result was a campaign that combined nostalgia, femininity and modern styling within a cohesive commercial framework.

The campaign achieved significant commercial success, contributing to a reported 20% increase in sales during the first season (as reported by Resumé Magazine).

Media Platforms: Website, Social Media, Look-Book and catalogue, Print Marketing

Creative Role: Creative Director and Photographer.