Lingerie Brand Bras N Things 'Comes First' in Cheeky Valentine's Day Campaign

Throughout history, women have been told to be modest, selfless and humble.

Whether in the boardroom or the bedroom, women are consistently told to appeal to the needs of others.

However, this Valentine’s Day, Australian lingerie brand Bras N Things is challenging these outdated conventions, launching a provocative campaign from Fabric (part of TBWA\Sydney Group), titled ‘I Come First’.

Over the 2021 Valentine’s Day period, Bras N Things observed that self-gifting was on the rise, with the majority of sales being made by women, for themselves. ‘I Come First’ encourages women to put self-love above anything else, literally and figuratively. Rather than being an object of desire this Valentine’s Day, the campaign calls for women to indulge in self-gifting and their own pleasure. Keenan Motto, Creative Partner and Founder of Fabric said: “We got excited about the idea of reclaiming selfishness and capitalising on the fact that vanity is being redefined as a positive thing.

With self-care being the new religion, we decided that selfishness is something we wanted to celebrate”.

A 2020 study of over 22,000 women from over 21 countries found that globally one in two women feel more self-doubt than self-love and the majority wish they had more confidence.

Natalie Chalmers, head of marketing at Bras N Things added: “This campaign is all about putting yourself first. Women have been told to be selfless, modest and humble for too long and we now know unlocking self-confidence helps foster independence and can build our sense of sexual desirability. Self-gifting lingerie can have a transformative effect on women’s self-confidence this Valentine’s Day, and beyond.

“We want to support and encourage women to embrace this new era of unabashed self-love, pride and self-promotion and what better time to do this than on Valentine’s Day”.

Valentine’s Day continues to be a major retail event in Australia. This year, Australians are expected to spend $415 million on the holiday, with an average gift expected to cost $1112. Bras N Things’ campaign is supported by a 30” film and stills running across cinema, OOH, social, online and in-store channels.