Berlei has celebrated 100 years in business with a 12-woman strong campaign.
As part of the celebrations, the campaign will look at a mix of stories from women who have exhibited confidence, strength and power.
The campaign also highlights milestones from Berlei's 100 years in business.
This includes the launch of the first commercial bra brand to create a maternity bra in 1950, its 1990 partnership with AIS and the 2005 partnership with the Breast Cancer Network Australia.
Berlei senior marketing manager Zoe Hayes said while the brand was celebrating the past 100 years, it was still looking toward the future, with plans to continue innovating product.
“We will continue to champion and support Australian women in every way.
"Berlei knows women wear 100 different hats each day and it’s our philosophy that women need to take the time to self-prioritise, self-nurture and invest in themselves in amongst the task list that every day brings.
"We want all Australian women to feel the joy and positivity of self-care - however, that manifests for them.
“We appreciate women and know all women are different in so many ways. We have exciting plans for the future and will continue to innovate and develop new products to support all women.”