This isn't just about showcasing exquisite lingerie; it's a bold declaration that a woman's power resides within her, waiting to be unleashed. For Roxy Louw, the "ICONIC" campaign is deeply personal, born from "a fire in my chest—a deep desire to redefine what power, beauty, and sensuality look like when women claim it for themselves.

Her vision is crystal clear: "We’re not waiting to be discovered. We’re not asking for permission. We’re becoming our own icons, on our own terms. The campaign is a love letter to every woman who’s ever second-guessed herself, reminding her that her power is already within."

This powerful message is brought to life by a captivating collective of South African icons, including the radiant Roxy Louw herself, the ever-stylish Shashi Naidoo, and the striking Shakina Venter, among other inspiring figures.

Each woman embodies a unique facet of strength and beauty, proving that "ICONIC" isn't a look – it's a state of being. Louw's personal philosophy on beauty and confidence is woven into the very fabric of KAAL and the "ICONIC" campaign.

"For me, beauty has always been about energy—not perfection," she asserts. "

“Confidence isn’t something you’re born with; it’s something you build by keeping promises to yourself. Iconic reflects my belief that confidence doesn’t come from fitting into a box—it comes from breaking the mould. From showing up exactly as you are and letting that be enough."

The synergy between Louw's experience as a model and her role as the owner of a thriving lingerie brand gives KAAL a unique edge.

"It means I’m not just the face—I’m the force behind it," she explains.

"I know what it feels like to be in front of the camera, but also behind the scenes building something from scratch. I’ve walked both paths, and I’ve designed KAAL from that dual perspective: with the insight of a woman who wears it and the fire of a founder who builds it."

For Louw, lingerie is far more than just fabric and lace. "

Lingerie is not about dressing for anyone else—it’s about turning yourself on to your own power. It’s armour and celebration," she passionately states.

"When a woman puts on KAAL, I want her to feel like she’s stepped into her boldest self. Whether she’s heading to a shoot, a date, or just sipping coffee solo in her robe—she deserves to feel like a goddess."

KAAL's commitment to inclusivity is a cornerstone of the "ICONIC" campaign. Louw emphasises their dedication to catering to a diverse range of body shapes and sizes.

"At KAAL, we’re intentional about making every woman feel seen—whether she’s petite, curvy, or somewhere in between. We’ve introduced a dedicated petite range (with more to come), and we now go up to XXXL for fuller figures—which we’re also expanding. We’ve even launched a maternity range, because moms deserve to feel sexy too."

The brand goes the extra mile to ensure a comfortable and empowering fit for all.

"Many of our pieces are adjustable or designed with flexible fits, because we believe confidence starts with comfort. It’s about celebrating all bodies and ensuring that no one is left out of the KAAL experience—because beauty isn’t one shape, it’s a spectrum," Louw affirms.

"We fit-test across a wide range of sizes, take feedback seriously, and keep our mission clear: every woman who wears KAAL should feel like it was made just for her."

Adding her powerful voice to the "ICONIC" chorus is the esteemed model Shashi Naidoo. For Naidoo, "ICONIC" resonates deeply with her own journey.

"To me, 'ICONIC' is about timeless confidence. It’s not about trends or perfection—it’s about showing up fully in your truth, owning your journey, and celebrating your evolution," she explains.

"This campaign is such a powerful reflection of that—women from different decades, each bringing her own fire, wisdom, and beauty. That’s iconic."

Naidoo reflects on her evolving understanding of beauty, a sentiment that mirrors the campaign's core message.

"Beauty used to be about fitting a mould—flawless skin, the perfect body, being what the industry wanted. Now, beauty is about self-respect, self-love, and depth. It’s about how you carry yourself and how kind you are to yourself and others. That shift has been liberating."

When asked about her favourite KAAL piece, Naidoo's enthusiasm is palpable.

"I absolutely love the Wildflower set. There’s something so unapologetically feminine and powerful about it. The intricate floral embroidery paired with the bold red straps makes it feel both delicate and daring and instantly shifts your energy."

The impact of lingerie on a woman's self-perception is something Naidoo understands intimately. "Empowered. It’s such an intimate way to express yourself, just for you," she shares. "

When I wear lingerie that makes me feel beautiful, it shifts my energy—whether anyone else sees it or not."

lingerie

KAAL's "ICONIC" campaign: A fiery declaration of self-love ignites SA’s lingerie scene