Former Modibodi creatives launch boutique studio Outside In, targeting emerging brands

The creative trio behind period underwear brand Modibodi’s global success has launched their own boutique creative studio, Outside In, aiming to bring big-brand thinking to emerging businesses across arts, lifestyle, and technology.

Grace O’Brien, Jacque Kennedy and Lucie de La Chaise, who helped shape Modibodi’s brand identity before its $140 million acquisition by Essity, have now joined forces to offer strategic creative services tailored to brands that may not have in-house resources. Their foundation clients include moode, VUSH, Sprintlaw, MINKPINK, and Omega Ensemble.

O’Brien said their experience working both agency-side and in-house revealed a gap in the market.

“The connection, partnership, and alignment of an internal team are unmatched by external agencies, yet many small to medium businesses don’t have the time to build in-house capabilities that truly deliver on their creative vision. That’s where Outside In comes in,” O’Brien said.

“Transforming brands from the Outside In is about bringing an agile partnership, flexible options, and a refreshingly relevant perspective to every brand we work with.”

The team’s background includes stints at top agencies such as CHEP Network, The Monkeys, and Publicis Groupe before they came together at Modibodi in 2021. Former Modibodi CMO Liana Lorenzato credited them with making a “transformative” impact on the brand.

Outside In will offer a full suite of creative services, including campaign production, social media strategy, brand identity, design, and content creation. Kennedy said their model removes unnecessary agency layers, ensuring clients work directly with the creatives behind the ideas.

“Our model eliminates the extra layers of process and people, allowing brands to work directly with the creatives who come up with ideas, and in doing so, create the kind of cool work we all want to see in the world,” Kennedy said.

De La Chaise added that being a female-led creative team was a strength in a fast-moving landscape.

“We bring a deep knowledge of the channels and trends consumers are engaging with today. It’s this perspective that we’re proud to bring to the brands and clients we work with,” she said.