A campaign by New Zealand’s Cake Lingerie to celebrate the beauty of pregnant women is going worldwide.
Cake, a young company that produces two sexy lines of maternity lingerie, kicked off its ‘Real Mums, Real Fit’ campaign in March with a search for “real New Zealand mums.”
It asked pregnant women and nursing moms to submit photos to become part of Cake’s advertising for its new Let Them Eat Cake line of maternity and nursing lingerie — no professional models allowed, and no Photoshop!
The response was enthusiastic and the results of the ‘Real Mums, Real Fit’ contest can be seen in the photos above and on the company website. The women/mothers chosen received $400 worth of Cake products, plus professional styling and images from the photo shoot.
“Pregnant and breast-feeding women are beautiful and it’s important they look and feel the same,” says Cake founder Tracey Montford. “The challenges this period and time can throw up can be daunting, so we purposely chose to use real women with real life challenges.
“We are constantly bombarded with unrealistic body images, creating a pressure that just isn’t fair. Women should be celebrated and applauded.”
Cake Lingerie, too, should be applauded for its savvy marketing and fashion conscience. They’re one of a growing number of designer brands that are challenging fashion industry archetypes and societal stereotypes about female beauty and women’s body shapes.
We saw something similar earlier this year when plus-size lingerie label Bravissimo used “real” women in its advertising — proving you don’t need to be a size 2, or even a size 12 with Crystal Renn’s catwalk glamour, to be gorgeous.
Can Cake do for pregnant women what Bravissimo and Lane Bryant have done for the full-figured crowd? Looks like they already have.