Fabric’s new campaign for Bras N Things evokes ‘Big Boob Energy’

In a campaign from Fabric (part of the TBWA Group), lingerie retailer Bras N Things has dubbed the sensation of finding a bra that actually fits you and your personality – ‘Big Boob Energy’.

Big Boob Energy is the counter to ‘Big D**k Energy’, a term that has used one male body part as a symbol for confidence.

Big Boob Energy is a uniquely feminine energy and celebrates womanhood in all forms, shapes and sizes. It’s an energy that anyone can embody, no matter their size.

Bras N Things head of marketing, Natalie Chalmers, said: “We’ve been observing a shift in the types of conversations people are having about their bodies in the media. It’s becoming less about what bodies look like and more about appreciating what our bodies can do. ‘Big Boob Energy’ is a term we defined for women of any size to embody, it’s an energy that comes from self-confidence and appreciation of one’s curves – encouraging more women to be unapologetic about it.”

Keenan Motto, creative partner of Fabric, added: “We took this as an opportunity to reclaim and rewrite terminology that celebrates women, their inner confidence and strength regardless of outer appearance. With ‘Big Boob Energy’ we are showcasing an entirely new energy. One the Bras N Things brand and its customers can revel in for seasons to come.”

The campaign launches Bras N Things expanded full-cup and curvy range of lingerie and will be running across TV, OOH, social, online, EDM and in-store. Big Boob Energy has also been trademarked by Bras N Things.

On Valentine’s Day, its ‘I Come First’ campaign was designed to put women first. In April, Bras N Things’ Mother’s Day Fabric campaign embraced the ‘Perfectly Imperfect’. And two years ago, Bras N Things celebrated the many facets of a woman’s personality with its campaign and brand platform, ‘I am many things’.


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