Bras N Things has called on five Australian women to share wisdom they've received throughout their lives as part of its Mother's Day campaign.
Montaigne (pictured), Khadija Gbla, Tahlia Giumelli, Steph Claire Smith and Helen Chik star in the 'Wisdom from the Motherland' campaign, which showcases the Mother's Day collection.
As part of the campaign, each woman has shared some wisdom from their own life experiences as women, mothers, daughters, activists, artists, leaders, and creators, which will appear on campaign imagery in stores and online.
The campaign forms part of Bras N Things' new brand positioning, I Am Many Things, head of product Jessica Lauppe-Guy said.
"Our Mother’s Day collection this year is one of our most diverse and varied we’ve ever created.
"It truly speaks to our ‘I Am Many Things’ brand positioning with bold and bright satins, soft florals and snuggly fleece, as well as beautiful complementary lingerie pieces that range from super sassy to soft," she said.
The collection features a selection of fashion and core lingerie pieces, loungewear and sleepwear in the most popular colours and patterns of the season.
Bras N Things head of marketing, Natalie Chalmers added that the campaign also aims to bring a positive spin to a day that can be difficult for some people.
"Mother’s Day is such a special time for those that are Mothers but we also know that for a range of reasons it can be one of the hardest times of the year for a lot of people.
"But one thing we know for sure is that, regardless of what this day means to each of us personally, we all know at least one awesome woman who has guided us or shared their wisdom which has helped us grow into the fabulous souls we are today.
"So, this Mother’s Day we want celebrate the funny, thoughtful, practical and aspirational wisdom that has helped each of us at some point in our life and share it with our community," she said.
To celebrate the collection, Bras N Things is offering customers the chance to win $500 to spend with Bras N Things and two personalised sleepwear styles when they share words of wisdom on the website.
The 69-piece Mother's Day collection is available now in-store and online and retails for between $14.99 and $79.99.