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Carefree 'SI' Swim model rocks cheeky undies on public rooftop | Sporting News

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  Published in Sports and Competition on Tuesday, October 21st 2025 at 7:08 GMT by Sporting News
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Cheeky Confidence: Lorena Duran Turns a Public Rooftop Into a Runway for SI Swim’s New Undie Campaign

In a fresh splash of summer fashion, Lorena Duran—a rising star in the modeling world—has taken center stage in SI Swim’s latest “Cheeky Undies” campaign. The brand, known for its bold, unapologetic swimwear, partnered with Duran to showcase a line of daring, back‑free underwear that promises both comfort and a touch of playful rebellion. The shoot, set against the backdrop of a bustling city rooftop, turns an everyday urban space into a stage for liberation and confidence.

A New Face for SI Swim

Lorena Duran, 24, has been making waves in the industry with her striking looks and authentic presence. While she began her career in portfolio shoots, she quickly found herself drawn to campaigns that emphasize individuality and body positivity. Duran’s collaboration with SI Swim marks a pivotal moment for both her and the brand, as it underscores a shared commitment to redefining conventional beauty standards.

SI Swim’s marketing team has consistently highlighted the importance of self‑expression, and Duran’s participation in the campaign aligns perfectly with that ethos. “We wanted someone who could carry both the daring nature of our designs and the warmth of a carefree spirit,” says campaign director Maya Thompson. “Lorena is the embodiment of that balance.”

The Rooftop Setting: A Symbol of Freedom

The campaign’s creative vision was to marry the carefree vibe of SI Swim’s “Cheeky Undies” with an environment that speaks to the freedom and spontaneity of summer. The chosen location—a wide, public rooftop overlooking the city—provides an urban oasis that feels both expansive and intimate. The open sky, juxtaposed with the city’s silhouette, offers a dynamic backdrop that mirrors the duality of urban life and the liberation of the season.

The photographer, Elena Rojas, captured Duran in a series of shots that play with light, shadow, and movement. “The rooftop allows us to explore height and perspective,” Rojas explains. “It’s a place where we can stretch the limits of the frame, and it offers an unexpected canvas that’s both familiar and fresh.”

The candid nature of the shoot—featuring Duran laughing, twirling, and simply enjoying the moment—reinforces the brand’s message that confidence stems from within. “We’re not just selling underwear; we’re selling a feeling,” Thompson adds. “It’s about feeling comfortable enough to be yourself in any setting.”

Design Highlights: Cheeky, Comfortable, Confident

The “Cheeky Undies” line boasts a range of designs that prioritize both aesthetic appeal and functional comfort. From minimalistic cuts that reveal a hint of skin to playful prints that bring a sense of joy, each piece is engineered with high‑quality materials that allow freedom of movement. The line’s standout feature is its “cheeky” cut, which provides an understated allure without compromising on coverage.

Duran’s pose choices—low angles, subtle cheeky dips, and gentle arches—highlight how the undies sculpt the body while keeping a sense of effortless grace. In one image, she stands with one foot against a pillar, her back slightly turned, giving the camera a glimpse of the undies’ silhouette. Another shot captures her mid‑stride, a playful grin on her face as she leans against a rooftop railing. The photographer’s use of natural light further accentuates the textures and shapes, making the designs pop against the cityscape.

Social Media Buzz and Public Reception

Upon its release, the campaign quickly became a social media sensation. Instagram users flooded the brand’s page with selfies in the “Cheeky Undies,” often using the hashtag #CheekyUnleashed. Duran herself posted a series of behind‑the‑scenes shots, sharing her experience working with SI Swim and expressing how the shoot felt liberating.

The campaign also sparked conversation around body positivity, as many followers commented on how the designs accommodate a diverse range of body types. Duran’s own Instagram bio notes that she has always embraced her curves, and her candid posts resonate with a growing community of body‑positive advocates.

Looking Forward

SI Swim’s “Cheeky Undies” campaign, brought to life through Lorena Duran’s vibrant energy and the creative vision of Maya Thompson and Elena Rojas, has set a new benchmark for modern swimwear advertising. By blending urban aesthetics with playful design, the brand has created a narrative that champions confidence, authenticity, and joy. As the campaign rolls out to retail stores and online platforms, it’s clear that the message of carefree empowerment will continue to resonate with consumers who crave both style and substance.

In a world that often feels restrictive, the collaboration between Lorena Duran and SI Swim offers a refreshing reminder: fashion can be a conduit for self‑expression, and a rooftop can be the perfect runway for those who dare to step into the light.