Bras N Things has furthered its 'I Am Many Things' brand positioning with its new Valentine's Day campaign, I Come First.
Building on the idea that women have a wide range of facets to their personalities, the I Come First campaign encourages women to embrace self-love, me time and make Valentine's Day all about them.
Milo Hartill, Elodie Russell and Mercy Rose Watson star in the campaign which showcases the brand's new collection of lingerie sets, body suits and sleepwear.
The inspiration for the campaign comes from a 2020 study of over 22,000 women around the world that found that one in two women feel more self-doubt than self-love.
Bras N Things head of marketing Natalie Chalmers said the business wants to change this statistic.
"This campaign is all about putting yourself first.
"Women have been told to be selfless, modest and humble for too long and we now know unlocking self-confidence helps foster independence and can build our sense of sexual desirability.
"Self-gifting lingerie can have a transformative effect on women’s self-confidence this Valentine’s Day, and beyond.
"We want to support and encourage women to embrace this new era of unabashed self-love, pride and self-promotion and what better time to do this than on Valentine’s Day," she said.
The new collection features pieces in lace and satin adorned with diamante, gold, crystal and pearl details.
"This Valentine’s Day collection encompasses our brand positioning I Am Many Things, offering a range of stunning lingerie sets and versatile sleepwear to suit anyone and any mood," Bras N Things head of product Jessica Lauppe-Guy added.
"The collection is designed to encourage women to celebrate themselves and make this Valentine’s Day all about them.
"With beautiful embroidery, satin and lace, in gorgeous pastel pink and orange, or bold red and black, this collection includes designs from our popular Enchanted, Night Games and Vamp ranges.
"There are stunning pieces to gift yourself this Valentine’s Day and to indulge the most important person in your life… you," she said.
The Valentine's Day collection is available online and in-stores now.