Bras N Things celebrates the multi-faceted personalities of women in new brand platform

Bras N Things is celebrating the many facets of a woman’s personality with its new campaign and brand platform ‘I am many things’.

The brand’s national marketing manager, Natalie Chalmers, told Mumbrella that the new platform arose as Bras N Things studied the way its consumer had evolved over 30 years in market.

“Consumers are becoming a little more savvy in terms of their shopping and they’re also wanting to really connect with a brand and associate themselves with that brand,” Chalmers said.

“We’ve got a lot of different categories in terms of our product offering so it was important for us as a brand to show off, explore and express the multiplicity of character that women have about them.

“We can wake up in the morning and feel completely lazy but then by lunch time we’re super determined and then in the afternoon we might get a little sassy and that’s okay. That’s a brilliant part of who we are and we just wanted to embrace and celebrate that.”

Bras N Things’ group general manager, Tanya Deans, said: “Bras N Things is a healthy, resilient business which has celebrated, empowered and helped women find the perfect fit for more than 30 years. I’m excited to launch this new ‘I Am Many Things’ positioning as part of the evolution of the Bras N Things brand as we continue to support our customers navigating the challenging, fun, exciting, quiet, and joyful times of their life.”

The brand platform celebrates the different facets of women

The campaign features models Cameron Stephens, Geneve Benatar, Susanna Oinonen and Nya Leth and showcases the brand’s product range including pyjamas, lingerie and everyday bras.

It was created by Fabric, the specialist fashion and lifestyle design and branding agency launched by TBWA Sydney last year.

Chalmers told Mumbrella that the Fabric team was “very dynamic and fit straight into our family.”

“Their creative team was fantastic. They did a lot of research around bras and things, where we’ve been, how successful we are as a brand and also how we could take that into the next stage of woman,” Chalmers said.

“They’re a great team and we would work with them again.”

Gemma Rees, managing partner of Fabric Sydney, said in a statement: “The creative platform ‘I Am Many Things’ encourages every woman to own who she is – in all our glory. To feel confident and comfortable in celebrating herself, flaws, success and all.”


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