Images of models in lacy nothings abound. But, the latest lingerie ad by local intimates brand Nala is doing things a little bit differently. And, showcasing a breastfeeding mother on billboards with its groundbreaking “Sorry To Offend You” campaign. In a strategy that seeks to challenge societal norms and celebrate the beauty of motherhood.
Nala’s campaign goes beyond simply promoting maternity wear. Instead, it is a bold statement against the outdated and often harmful portrayals of women’s bodies in advertising. By featuring breastfeeding on billboards, Nala is normalising the act. And, also challenging the sexualisation of breasts in media and advertising. The campaign reflects Nala’s broader mission to empower and uplift women who are mothers.
Nala also hopes to emphasise that showcasing a woman’s body is not inappropriate. Especially when it involves the essential act of feeding a baby. And, through this campaign, hopes to make a powerful statement about the importance of embracing and supporting all aspects of motherhood.
At the heart of the campaign, Australian mum Simone Holtznagel and her daughter Gia will feature breastfeeding at various iconic Melbourne locations. This marks their first solo photo shoot together. And, it has garnered a wave of support from Australian mothers on social media. The timing of the campaign is particularly poignant, as it resonates with a growing movement against the stigma surrounding public breastfeeding.
The initiative is a significant step in changing how society views breastfeeding. Although many have traditionally met public breastfeeding with discomfort and disapproval, Nala’s campaign seeks to shift this narrative. And, show that breastfeeding is a natural and beautiful part of life that should be celebrated. Not hidden.
Nala’s Co-founder, Chloe De Winter, is a key figure behind this initiative. Having recently welcomed her first child after a challenging IVF journey, De Winter has drawn deeply on her personal experiences to shape the campaign and the new maternity collection. Her story of perseverance and motherhood adds a heartfelt dimension to Nala’s mission, making the campaign even more powerful.
In addition to the billboard campaign, Nala will use its platform to amplify voices that are often marginalised. The message is clear: it’s time to celebrate and normalise public breastfeeding. By doing so, Nala hopes to inspire a more inclusive and supportive environment for mothers everywhere.
This bold move by Nala coincides with the launch of its new collection. Released on Thursday, 22nd August, the Nala Maternity collection features two key pieces. The Maternity Support Wirefree Bralette and the Maternity Comfort Wirefree Bralette. Nala designed these wire-free bras (rrp $69) with feeding clips and hidden inner slings to ensure easy access and support throughout a mother’s maternity journey
