Intimates brand Nala has enlisted Kic co-founder and podcast host Laura Henshaw to front a revival of its “Sorry To Offend You” campaign that was first launched two years ago.
The new campaign, which launches this week to promote a new leakproof maternity bra, will run on billboards across Sydney, Melbourne and Brisbane, expanding on the original 2024 campaign fronted by model Simone Holtznagel, which just ran on billboards in Melbourne.
Nala co-founder Chloe de Winter said the brand approached Henshaw after she faced online backlash for breastfeeding her son while recording her podcast earlier this year
“When we saw the backlash she faced, our Nala group chats absolutely blew up,” de Winter said.
“We knew immediately that Laura would be the perfect person for this campaign. It was the ideal way to clap back at the trolls trying to shame her for feeding her baby.”
De Winter said the biggest hurdle was getting the imagery approved for public display.
“The biggest challenge was navigating the red tape and getting the images out into the world in all their glory, nipples and all,” she said. “We have sadly become well acquainted with censorship rules. It’s a pretty telling reflection of the double standards that still exist around breasts and breastfeeding.”
The first campaign with Holtznagel drew public complaints to Ad Standards, which accused the billboard of inappropriate nudity. A community panel found the ad contained partial nudity but dismissed both complaints, ruling it did not breach the AANA Code of Ethics.
In 2025, the brand also sent an “It’s Just a Boob” billboard truck to airports after reports a mother had been asked to leave a lounge for pumping breast milk.
According to de Winter, the 2024 campaign with Holtznagel reached millions of people, gaining traction on Nala’s social channels and in the media. She said the brand would let this 2026 campaign determine how it travels, rather than locking in the same channel mix.
The Leakproof Maternity Bra retails for $69 and will be sold online through Nala’s website. De Winter said the design came out of her frustration with breast pads while breastfeeding her first child.
“Disposable or reusable, they can both go to jail,” she said. “I hated how they felt and how they made my boobs look, but my leaky boobs left me with little choice.”
The bra took almost two years to develop, with de Winter testing it while breastfeeding her second baby alongside dozens of other breastfeeding mothers. It uses an absorbent layer designed to draw moisture in while staying dry on the outside, and retains the wirefree construction, feeding clips and inner feeding sling of Nala’s existing maternity styles.
It is made from the brand’s ‘Better Than Cotton’ modal fabric and comes in band sizes 10 to 24, with C to H cups varying by band, in three colourways.
Henshaw shares her own experience of breastfeeding throughout the campaign.
“I think as a society, we celebrate pregnant bodies that look a certain way, and then as soon as we’ve had the baby, we’re expected to not look like we’ve had the baby, and it’s so jarring and it can be really overwhelming,” she said.
The launch follows Nala’s recent rollout into Myer, which de Winter described as a major milestone after almost four years of building the brand online. She said the business is in its busiest period to date, with new categories, new markets and new product innovation planned for late 2026 and into 2027.