Bras N Things’ new Mother’s Day Fabric campaign embraces the ‘Perfectly Imperfect’
A recent survey of 5,800 Aussie mums found over 70% of women feel there’s an expectation for them to be perfect, so this Mother’s Day Bras N Things are celebrating mums everywhere with a “perfectly imperfect” campaign that embraces motherhood in all of its chaotic glory.
The new campaign aims to make light of the unachievable parenting stereotype around being “perfect”, with women feeling confident to own motherhood as the beautiful, perfectly imperfect mess that it is.
Created by Bras N Things and Fabric (part of TBWA\Sydney Group), the Mother’s Day campaign stars models and mothers Lauren McMath and Helena Vestergaaard who spoke candidly in “confessionals” to camera, laughing about their own experiences of motherhood.
Lauren McMath said: “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! Motherhood is beautiful, feminine chaos.
