Bras N Things has unveiled its Mother's Day campaign, 'Perfectly Imperfect', which aims to make light of the impossible stereotype that mothers need to be 'perfect.'
The campaign's message is based on survey results of 5,800 Australian mothers that found that over 70% of women feel there is an expectation for them to be perfect.
To break down this expectation, Bras N Things' campaign celebrates and recognises the chaos that is motherhood, encouraging mothers to feel confident in the perfectly imperfect nature of motherhood.
"This Mother’s Day, we want to erase any impossible-to-live-up-to stereotypes and instead use the campaign to celebrate the reality that motherhood is a ‘perfectly imperfect’ real-life rollercoaster ride – unpredictable and often chaotic, yet full of fun, laughter and love," Bras N Things head of marketing Natalie Chalmers said.
"Many mums strive to be perfect and, sometimes, they just need reminding that motherhood isn’t glossy – it’s a beautiful, imperfect mess and we love them for it.
"We are encouraging mums to own the incredible job they do, even those bits that they think may not be perfect," she said.
Fronting the campaign are models and mothers Lauren McMath and Helena Vestergaaard, who detail their imperfect experiences with motherhood in the campaign video.
"Motherhood is absolutely a juggling act and everything happens in the supermarket – my youngest pulled my boob-tube all the way down and I flashed the entirety of Woolworths," McMath said.
"Motherhood is beautiful, feminine chaos," she said.
Helena Vestergaaard
In addition to the expectation to be perfect, the survey found that over 1,400 of the respondents consider chores and necessities such as gardening, cleaning, dishes and bathing to be the only 'me time' they get, while over 400 women said they very rarely or were never able to get alone time.
Revealing her hot tip to get some more 'me time' Vestergaard said to make it into a game.
"The ways that I find time for myself is by playing Hide and Seek, you can get about four minutes of just standing in the kitchen taking a breather," she said.
"Motherhood is exhausting, beautiful and fulfilling," she added.
Supporting the campaign is the retailer's new Mother's Day collection which features lingerie and sleepwear in a range of styles, fabrics and prints.
"As women multi-task through their day, this range is designed to provide comfort and elevated design every step of the way," Bras N Things head of product Jessica Lauppe-Guy said.
"Whether it be sleepwear for chasing after the kids or loungewear for those all-important moments to herself or some beautiful lingerie that evokes a feeling of empowerment while also providing support, this range has a little something for all her ‘many things,'" she said.
Bras N Things' Mother’s Day campaign launched today (April 11) and will be rolled out in-stores and online and across out-of-home, social and digital channels.