Cake Lingerie’s worldwide campaign ‘Real Mums, Real Fit’ invites ‘Real Women’ to be part of a daring campaign to bare all, ‘in a family way’. Proud mothers, celebrating what their bodies can achieve through pregnancy!
Cake Lingerie launched its global ‘Real Mums, Real Fit’ campaign in March 2010, in New Zealand, which has now been extended to Australia, UK and Finland. The campaign captures the true beauty of Motherhood and how all women can feel sensual and gorgeous yet comfortable and supported in Cake Lingerie, whilst pregnant & breast-feeding. The campaign went in search for ‘Real Mothers’ wanting join Cake Lingerie and celebrate their newfound curves in a ‘real’ and empowering campaign.
The essence of the campaign was simple ‘real’ women that were pregnant or nursing, no models, and no Photoshop to be used on the body. Tracey Montford, the founder of Cake Lingerie, encouraged women around the world to enter. She says, “At Cake we design Maternity & Nursing Lingerie for real mums. Pregnant & breast-feeding women are beautiful and it’s important they look and feel the same. The challenges this period & 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.”
The campaign has witnessed an overwhelming response – from the media support, to the women wanting to be apart of the ‘Real Mums’ search. The campaign utilises garments from Cake’s latest– ‘Let Them Eat Cake’ collection, where the styling and fit is simply stunning!
The three winners for the United Kingdom are Letanya Allen (left), she is 28 years old and lives in Oxfordshire. Letanya is 29 weeks pregnant with her third child. In the middle of the picture is Helen Davies, she is 29 years old and lives in Gloucester. Helen is 31 weeks pregnant with her first child. At the right is Charlie Christmas, she is 35 years old and lives in Hampshire. She is 18 weeks pregnant with her first child.
Cake Lingerie is an international designer brand, specialising in the creation of sophisticated maternity and nursing lingerie. Cake delivers beautiful lingerie that intertwines sensual comfort & a secure fit with much needed style and polish. www.cakelingerie.com