Australian innerwear brand Nala has made its first foray into maternity wear, launching two bras that are functional for breastfeeding mothers.
Nala debuted the collection in a daring campaign launched last week titled ‘Sorry To Offend You’, featuring Australian model and new mum Simone Holztnagel as the face of the campaign.
The new Nala Maternity drop includes the Maternity Support Wirefree Bralette, an updated version of its core style, the Support Wirefree Bralette, as well as the Maternity Comfort Wirefree Bralette. Both bras include feeding clips for easy access and hidden inner slings.
Nala co-founder Chloe De Winter said she designed the range after falling pregnant last year when she failed to find anything that suited her.
“Everything was incredibly uncool and overpriced,” she said. “I knew we could do better.
“We’ve already started teasing the campaign, and the engagement on our socials has been the highest it’s ever been prior to a launch. So, the early signs are that our gut feeling was spot on.”
De Winter confirmed the campaign will run for a month across social platforms, and will include the brand’s first proper step into out-of-home marketing with some prime-location billboards throughout Melbourne’s CBD.
“This is actually the first time we’ve done a campaign with only one model,” she said. “We are stoked to have the incredible Simone Holtznagel and her gorgeous baby Gia in the campaign.
“The whole purpose of this campaign is to empower women to feel confident about breastfeeding whenever they need to, no matter where they are.
“Simone is photographed breastfeeding Gia outside Melbourne's most iconic locations, Flinders St Station and Parliament. It’s fair to say we got some rude looks on the day, but Simone felt so passionately about the campaign's message that we just ignored them.”
When asked if she is prepared for a backlash from the community over the campaign imagery, De Winter said absolutely.
“We aren’t here to be safe (we have never been). We are here to change things. We’re prepared for backlash but we know that this will speak to the majority of women and we hope to bring this conversation forward.”
Model Holtznagel said it was a thrill to be part of the campaign shoot.
"As a new mum myself, I understand the importance of finding lingerie that combines comfort, support, and style,” she said. “Nala’s collection truly resonates with me because it celebrates the beauty of motherhood while ensuring that new mums feel confident and empowered.
“I’m excited to share this journey with other mums and show that you don’t have to compromise on style or comfort during this incredible time."