An Icon, In Our Icons
HEPTA - ICONIC MOVEMENT
Introducing our new Icons campaign with Dame Denise Lewis
Part of the power and strength of being a woman is that we can do so much and be so many different ways. Our bodies, our spirits, our minds and our strength all deserve celebrating, and we want to empower, entice and intrigue women to explore that female power in a way like never before. Watching a woman evolve to her finest self is a privilege. To hold grace, dignity, pride and drive throughout is an iconic combination.
Through this campaign we want to shine a light on the power of the female through the different stages of life, to celebrate the pleasure we can enjoy by being our fullest selves at every stage - to pave the way for future icons whilst paying homage to the goddess-like greats of history.
Iconic movement.
And so, we see an Icon in our Icons
Dame Denise Lewis - Heptathlon Olympic gold medallist, Sports Presenter, President of UK Athletics, Author and Recipient of this year's MOBO Paving the Way Award - not to mention the abs that launched a nation - is our 2025 Icon.
Denise is in her new era, redefining herself in the most iconic way. Bringing to light the hurdles women face with an Olympian’s energy and strength…
“I feel sexier than ever…
Taking part in my first lingerie shoot in my fifties is a statement that confidence isn’t age-dependent and visibility is power. It feels more energising than I could have imagined.
The meaning of confidence has changed for me over time. It is about strength in my own skin – feeling strong, self-aware and sexier than ever as I move into the next chapter of my life.
I take care of my body not to smash world records anymore, but to feel powerful mentally as well as physically. Being recognised by Coco de Mer as an Icon is humbling and proof that women in midlife aren’t fading, they’re rising - reclaiming our bodies, our stories, and our right to be seen as vibrant, sensual and unapologetically whole.”
Dame Denise Lewis
“As a brand that aims to support, celebrate and empower women, we believe Dame Denise is the perfect icon to women everywhere – she is a trailblazer.
It is wonderful to see Denise exude strength in her own skin and feel more sensual and confident in Coco de Mer as she embarks on a new chapter in her life.
Championing female pleasure in all its forms is at the heart of everything we do and in working with Denise we hope to celebrate the body confidence that beautiful lingerie can provide, whatever your age.”
Lucy Litwack, Owner and CEO, Coco de Mer
For us, lingerie is about redefining sexuality on our own terms as women. The female gaze is hugely important, even more so with intimate items such as lingerie. And this is why we always work with all-female teams for shoots. Women’s sexuality has been perceived through the male gaze for far too long, and it usually feels reductive and performative rather than something authentic to the female experience. As ever, it was an all-female set for our shoot day, with Elisabeth Hoff behind the lens as the phenomenal photographer.
Women’s sexuality runs so much deeper than how the male gaze perceives it - it is a deeply personal connection women have with themselves first, before any partner. Female pleasure exists in so many forms - we believe that shooting through the female gaze and giving women the confidence to choose how they want to be perceived is inspiring to women everywhere - seeing this come to life on set with Dame Denise was a powerful testament to this belief, and the pictures speak for themselves.
The campaign will see a number of events taking place, to celebrate the myriad of experiences we embrace as women, the joy of self discovery and self love throughout the ages, and to bring awareness to the ‘hurdles’ women face - the orgasm gap, safety, the health gap, power and participation, education and skills, economic - to name a few.
The Icons Collection captivates with designs that push boundaries, draw you in, and inspire. These timeless, elegant pieces radiate power, glamour, and sensuality, each piece holding an impact to treasure. A new design, Aphrodite, will launch in 2026 and is set to be an unforgettable experience.
Watch this space…
Explore the Icons Collection