Intimates brand Nala's Boobie Lane installation has drawn thousands of reactions online within a day of opening, with the response split between criticism and support.
Footage posted to the brand's Instagram account attracted more than 9,000 likes and hundreds of comments. Critics described the installation as "classless", "degeneracy" and "yuck", while others wrote "Melbourne... you have seriously lost the plot" and "My god, I'm embarrassed for us". Several questioned whether children should see it. Supporters credited the brand with challenging outdated attitudes and drawing attention to women and young people affected by family violence.
"It's bold, playful and unapologetically us, but more importantly, it gives us the opportunity to celebrate so many different bodies and boobs in partnership with one of Australia's most iconic retailers, Myer," Nala co-founder Chloe de Winter said.
"We hope it gets people talking and continues to push the conversation around what real bodies and real representation actually look like."
The installation suspends 24 inflatable breast sculptures above Staughton Place beside Myer Melbourne and is free to the public until Sunday 13 September. The sculptures represent a range of shapes, sizes and skin tones, including post-mastectomy breasts, inverted nipples, body hair, stretch marks and piercings, features rarely shown in lingerie advertising.
Visitors are encouraged to donate a clean pre-loved bra, which will be sold through participating Salvos Stores. For every bra received, Nala will donate a new bra, up to 500, through The Salvation Army's family violence programs for women and young people accessing emergency refuges and safe accommodation.
Boobie Lane marks Nala's launch into 22 Myer stores nationwide and online, with the range retailing from $25 to $79. It is the brand's largest retail expansion since it was founded three years ago.