Bras N Things has launched a new brand direction, focused on celebrating the diversity of women.
The new direction titled 'I Am Many Things' recognises women's multidimensionality and supports them to express themselves however they like.
The campaign features Cameron Stephens, Geneve Benatar, Susanna Oinonen and Nya Leth and showcases the business' range of styles, from fashion to lingerie to everyday bras and underwear.
Bras N Things’ group GM Tanya Deans said that the business is excited to embark on this new direction.
"Bras N Things is a healthy, resilient business which has celebrated, empowered and helped women find the perfect fit for more than 30 years.
"I’m excited to launch this new ‘I Am Many Things’ positioning as part of the evolution of the Bras N Things brand as we continue to support our customers navigating the challenging, fun, exciting, quiet, and joyful times of their life," she said.
Bras N Things’ national marketing manager Natalie Chalmers added that the business wants to support the exploration of women's complexity.
"We all know women aren’t easily defined by a single label.
"We’re complex and have the capacity to be more than one thing at the same time and this launch campaign celebrates that.
"We live in a world where female empowerment is constantly evolving – vulnerability, authenticity, honesty and imperfection are valued more than ever and we want to help women confidently be themselves, however they choose to do so.
"At Bras N Things we want to support women to explore and express all aspects of their personality.
"We have whatever you are looking for," she said.
The 'I Am Many Things' campaign and brand direction launched on July 13.