NATIONAL: Kiwi maternitywear brand Egg is promoting a unique marketing initiative aimed at drawing increased focus to its Australian operations. Leveraging off interest in reality programs such as Australia's Next Top Model, the Auckland-based fashion house is on the hunt for Australia's next top 'mother to be'.
The brand is searching for two pregnant women to grace the catalogue of its next season collections with the winning entrants winning a $1000 wardrobe, flights to and accommodation in Auckland, New Zealand as well as an album full of pictures from the photo shoot.
Egg co-owner Charlotte Devereux said the company, which has stockists across New Zealand, Australia, Phillipines, Singapore, Malaysia and the US, believed in practising what it preached.
"Using real women to showcase our garments has been well received by customers who can relate well to the concept of using mothers as models."
The competition is open to women who will be between six and eight-and-a-half months pregnant on October 1 this year. Entries close August 29.