Cake Lingerie + Belly Beyond Real Mums Search

Wowzers!

11 June 2010

Cake Lingerie’s worldwide campaign ‘Real Mums, Real Fit’ invited ‘Real New Zealand Women’ to be part of a daring campaign to bare all, whilst ‘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. 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 and breastfeeding. The campaign went in search of ‘Real New Zealand Mums’ 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 in New Zealand to enter. She says, “At Cake we design maternity and nursing lingerie for real mums. Pregnant and breastfeeding women are beautiful and it’s important they look and feel the same. The challenges this period in 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.”

Here are a few picks from the photoshoot - how AMAZING do these mums look?!  Well done ladies!!

Make sure you head over to Belly Beyond for your own slice of Cake...  hmmmm, I wonder if I'll look this good in some....

(PS, you can find out more about the mums that were chosen here)