Australian lingerie retailer Bras N Things has launched its first in-house marketing campaign called 'Get Real: Dress to Express, Not Impress.'
The new campaign features five of the brand’s own team members, including social media specialist Lily McCathy, assistant buyer Dede Braimah, assistant store manager Ellen Huls, recruitment resourcer Rachael Gold and retail assistant Olivia.
This the first time Bras N Things has created a campaign from start to finish in-house, with the aim of no retouching.
The campaign promotes the brand’s latest Barbiecore-inspired range. The range took eight months to complete and involves both loungewear and lingerie, including baby pink gingham and 100% cotton pyjamas, alongside hot pink diamente detailing and pink embroidery.
It has a size range from 8 to 20 and cup size between A and G.
Bras N Things head of marketing Natalie Chalmers said the ‘90s Barbiecore aesthetic is currently trending in the fashion space amid the upcoming launch of the Barbie movie on July 20.
"At our core, we celebrate individuality, authenticity, and fluid self-expression,” Chalmers said. “That's why our team members stepped up as the true talents of this campaign, fearlessly embodying their unique selves.”
The campaign launches will run for six weeks throughout Australia, New Zealand, South Africa and the USA across online, in-store and social media channels.