Berlei has unveiled its latest campaign 'In Support of You' ahead of International Women's Day.
The campaign is formed around the frank statement that a bra won't change the world but will support women through it.
The message is focused on women's inner confidence and abilities – and how their bra can support them through their achievements – speaking to women who are tired of being condescended by brands who take advantage of their supposed insecurities to sell their product.
"We approach the subject playfully and speak to the fact that women understand that a brand or product does not 'make them' or define their lifestyle choices, but it can help," Berlei said in a statement.
"Understanding that a bra can’t fix the gender pay gap, get you the top job or help you become a pro tennis champion – we know it’s all about just being there – adding a sense of strength and encouragement in the everyday," the brand said.
Featured in the campaign is long-time Berlei fan, 23-time Grand Slam Tennis champion, Serena Williams, whose mum discovered the brand while on tour with Williams for the Australian Open.
"I need to feel my best on the court…an uncomfortable bra is the last thing that you want to be worried about while you’re playing," Williams said.
"Once I found Berlei, I never looked back – their bras provide me with the support I need on, and off, the court," she said.
On the Berlei website, the In Support of You campaign highlights its Barely There, UnderState and Sport ranges.
The campaign video posted to the Berlei Instagram page has received 127,000 views in just two days.