Bras N Things has built on its brand positioning, 'I am many things,' to launch its new campaign 'I am the author of my story.'
'I am the author of my story' builds on the brand's vision to support women to explore their multidimensionality and encourages them to take control and rewrite, reimagine and redefine the story of their life.
The new campaign comes off the back of Bras N Things-commissioned research which asked 1025 women what they think and feel about sex, sensuality and the freedom to express themselves.
The research showed that 67% of participants agreed women should be allowed to feel proud about their sensuality and sexual experiences but only 43% actually did.
Bras N Things head of marketing Natalie Chalmers said the new campaign aims to address this discrepancy.
"This research showed us that women want to step into their power, feel more confident in their skin and take control of their narrative but less than half of those surveyed feel like they can.
"Why shouldn’t they feel proud about their experiences? Those women were the inspiration behind this campaign.
"As a brand who places our customers at the centre of everything we do, it’s so important that we listen and be part of the conversations they are having - this campaign marks the start of this journey.
"Our hope for this campaign is that it will inspire women, as the author of their story, to own their sexuality and empower them to freely explore who they are and who they could be," she said.
The campaign features Australian DJ, entrepreneur and podcast host Flex Mami as well as Emma Kate Boyd, Bruna Lapsinskas, Memu Conteh and Billiejean Hamlet.
Speaking on her involvement, Flex Mami said she wanted to showcase and celebrate black women and plus-sized bodies in the campaign.
"I make a conscious effort to learn and unpack who I am, what I believe in and why – then ensure that I share that context with the people I engage with.
"I feel like there's always an emphasis on women having to create a statement or a justification for their existences.
"I know first-hand how overwhelming that can be so I hope women take what resonates from this campaign and leave what doesn’t.
"I chose to work with Bras N Things because I want to see more black women and plus size bodies represented in Australian media," she continued.
"Instead of lamenting that change isn't happening quick enough, I stepped into the opportunity when it was presented to me.
"Hopefully, this inspires other brands to do the same," she said.
Memu Conteh
Living its messaging through to its product, the campaign is complemented by a wider size range across more styles, group GM Kate Hann added.
"I’m excited to see this evolution of the Bras N Things’ I Am Many Things positioning come to life.
"We have more styles available in a broader size range than ever before.
"Many of our styles are now available up to a G cup and we are always expanding our offering because we want women to feel like they truly have a choice when it comes to finding their perfect fit.
"Our commitment to our customers goes beyond the products they love; we listen to what’s on their mind and the challenges they are facing.
"We are a brand that wants to be part of the conversations women are having and play our part, however we can, to support women through every stage of life," she said.
The 'I am the author of my story' collection is available in-store and online now.