Lingerie and swimwear brand Pour Moi has unveiled a new campaign staring British broadcaster Ashley James highlighting women’s realities.
Titled ‘Designed for Me, Designed for Real Life’, the campaign is rooted in the belief that confidence is something you “build and stand up for”. It was designed as a response to real pressures women face.
Research from the brand reported that one in five British women over 30 have never felt confident. It also highlighted that only 7% of respondents stated they never feel fully confident in a swimsuit.
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James said: “I know confidence can look so different depending on what stage of life you’re in, and for so many women, it’s something we’re constantly rebuilding. I’ve always believed that we deserve to feel comfortable, supported and confident in our own skin.
“That’s why this campaign with Pour Moi felt so natural to me. It’s about celebrating all women and real experiences, not perfection.”
Nicola Cosens, chief marketing officer at Pour Moi added: “Be unapologetically you. This campaign is to support anyone and everyone in realising that the real version of themselves is brilliant.
“Just as they are. That’s why we partnered with Ashley James. Ashley has spent years talking openly and honestly about body confidence, motherhood and what it means to feel good in your own skin. And that’s exactly why we love her. She stands up for what she believes, whilst showing up for herself and others, owning the narrative as opposed to letting others decide for her.
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