Intimates brand Nala turns two
Nala – an intimates brand that made headlines in August for its maternity collection campaign – has turned two, and is reflecting on its journey.
The announcement:
In just two years, Australian intimates brand Nala has shattered industry norms, emerging as a trailblazer in inclusivity, diversity, sustainability and bold innovation. From floating a giant inflatable breast down the Yarra River in protest of censorship to creating viral campaigns that celebrate the beauty of motherhood, Nala has continuously pushed the boundaries of what it means to be a modern lingerie brand.
Since its launch in October 2022, Nala has redefined industry standards by pushing the boundaries with daring activations that have caught the world’s attention. From day one, Nala’s ethos has been about celebrating all bodies, regardless of race, size, sexuality, or gender, boasting a size range from XXS to 6XL and is proudly one of the first Australian intimates brands to cater to the trans and non-binary communities.
Nala’s launch campaign made headlines with a cheeky, viral marketing stunt, scattering G-strings on car windows across Sydney with playful notes that read, “Hey Wild Thing! You left these at my place last night”. This viral activation quickly set the tone for Nala’s fearless approach and put the brand and its ethos on the map across the globe.
Weeks later, Nala introduced a groundbreaking, world-first bare chest bra fit guide, allowing customers to view a gallery of real, naked chests in every size, shape and colour. This transparent shopping experience was a powerful statement because finding the perfect bra through a digital-only brand shouldn’t be awkward or exclusionary.
But Nala didn’t stop there and made waves in April 2023 when they floated a giant inflatable breast down Melbourne’s Yarra River, protesting gender-based censorship on social platforms that had long silenced Nala’s content celebrating natural bodies. With the slogan, “It’s just a boob,” Nala confronted censorship head-on, standing firm in their belief that all bodies deserve to be seen and celebrated.
To close out their incredible first year, Nala partnered with Frank Body during Australian Fashion Week, turning Bondi Beach into a pop-up runaway that featured real models of all shapes and sizes from their social media following to confidently flaunt Nala products. This iconic event once again proved that Nala doesn’t just talk about diversity. They live it, showing the world what true body positivity looks like.
In year two, Nala continued to celebrate real models and teamed up with Icon Management to launch a nationwide search for Australia’s next ‘Real Model’, which aimed to find authentic, diverse and body-positive women looking to break into the modelling industry, aligning with Nala’s commitment to create great quality products for real people.
In August 2024, Nala led the charge with their game-changing maternity line and the viral “Sorry To Offend You” campaign, designed to challenge the stigma around breastfeeding in public and champion the beauty of motherhood to transform the conversation around breastfeeding. The campaign made headlines and was fronted by Australian Mum Simone Holtznagel and her daughter Gia with striking billboards in Melbourne’s most iconic streets.
“I couldn’t be more proud of what we have accomplished these past two years. We’ve made such a positive change to so many people’s lives, celebrating real bodies and making our customers feel comfy, confident and sexy.” says Chloe De Winter, co-founder of Nala
With two incredible years under its belt, Nala continues to break boundaries and empower people nationwide through innovative campaigns and product launches. After the first purchase, Nala sees over 70% of its loyal customers returning to purchase more. They’ve amassed a cult following with over 100,000 customers in just their first two years. They’ve truly set a whole new bar for the industry. Their mission to challenge industry norms is far from over, and they’re here to make everyone feel good and confident, no matter who they are. Nala’s journey is only just beginning.
Source: MVMNT Agency
Keep up to date with the latest in media and marketing
