Underwear masters Triumph have gone all cool on us and made some really clever marketing decisions lately.

After collaborating with Helena Christensen to design a range of lovely lingerie last year, they’ve also brought top names in British fashion together for their ‘Makers Collective’ campaign.

It sees the likes of Paloma Faith, Gizzi Erskine, Roksanda Ilincic and Grace Woodward mentor women to help their businesses grow. This all takes place in the basement of a special pop-up store, ‘Maison Triumph’, in Covent Garden, which sells pretty underwear and offers this business advice downstairs. The collaborators get involved – Roksanda Ilincic will be customising lingerie, sold in-store, for example.

And the best bit is that they’ve set up a ‘Supporting Women In The Making’ project this month, where they offer a £10,000 bursary fund to help one woman per season make her business dreams a reality, and be mentored by The Makers.

As two girls who’ve recently set up Content Soup, we love the ethos behind this campaign. A lingerie company offering women support in more ways than one – love it.