"Valentine's Day shouldn't be just about the ones that we love, but the love that we have for ourselves."
This Valentine’s Day, Australian lingerie brand Bras N Things is continuing to challenge outdated romantic conventions, encouraging women to put self-love above anything else, literally and figuratively.
In the second iteration of the ‘I Come First’ platform from Fabric, the campaign playfully reimagines classic love poem prose and structure, calling on women to indulge in self-gifting and their own pleasure, in whatever way works for them.
Keenan Motto, creative partner and founder of Fabric, said: “Self-care is here to stay, and so is the campaign platform ‘I Come First’.
"This year we put a twist on the expected tropes of Valentine’s Day and turn the traditional love poem into a modern manifesto of self-love.”
Natalie Chalmers, head of marketing at Bras N Things, said: "Valentine's Day shouldn't be just about the ones that we love, but the love that we have for ourselves.
"‘I Come First’ flips the tradition of this holiday, encouraging women to feel confident and desirable in themselves."
Bras N Things’ campaign is supported by three 15’’ film and stills running across social, online and instore channels.
Credits
Brand: Bras N Things
Head of marketing: Natalie Chalmers
Creative agency: Fabric
Crew:
Photographer: Hannah Scott-Stevenson
Director: Nathan Lewis Fashion
Stylist: Sara Smith
Set Stylist: Natalie Turnbull
Hair: Lok Lau
Makeup: Stoj
Production: BOLT
