The ComfortLovers

We love feeling free.

Free to be, to do, not to do.

We love to feel light in our movements, in our thoughts, in our choices.

We love feeling good in our place, at our pace, with our style.

The time has come to make ourselves comfortable, to say goodbye to everything that is holding us back and to do what makes us feel good.

Because we are how we feel, and when we feel good we give our best.

The new positioning of Lovable was born from this manifesto: an ode to comfort understood as feeling good about ourselves.

The idea is to celebrate the brand's values such as comfort, inclusiveness, attention to detail, by creating a community that is reflected in these values: the ComfortLovers.

This repositioning of Lovable touched all the brand's touchpoints: from the website to the newsletters, from social content to communication in the points of sale.