Two of the movie’s key settings are loosely replicated inside the store: the lingerie store begins with a fruit and vegetable market, much like the one where main character Amélie Poulain delivers an artichoke-inspired comeback; the inside relates much more to her bedroom, where she finds the treasure box that kickstarts her self-acceptance. In the emotional and political minefield that is the female underwear category, that’s quite the reference. ‘It was no coincidence: Amélie believes that every woman has an angel in her heart, and our client’s idea was that women who are tired of being flaunted could find and accept their true selves here,’ explained Isense’s creative director, Sissi Bu. "Be real, Be free, Be me, Be imi's"
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