Women over 50 are often told they shouldn’t dress how they want. Boxed into muted colors, granny panties, shapeless knits, and long tunics. God forbid they wear anything form-fitting or daring!

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To challenge the stigma that forces women to be neutral and compliant for everyone else’s comfort, we launched a bold Pan-European campaign for TENA’s latest innovation: the first incontinence underwear with a wavy lingerie waistband. This design empowers women with bladder issues to break free from layers of clothing and embrace their style, giving them the confidence to wear whatever they want.​