Bendon has launched a new brand ethos, “Bra Better,” across both Australian and New Zealand markets.
Launched in collaboration with YoungShand, Bra Better aims to celebrate Bendon’s legacy and commitment to crafting bras that meet the diverse needs of every woman.
“We’re not just about beautiful, expertly designed bras — we’re about being relevant to how women live today,” says Anna Johnson, CEO of Bendon.
“‘Bra Better’ isn’t a fleeting initiative; it’s an ethos that runs through every part of the business. Bendon is passionate about breaking down barriers and ensuring all women feel confident, comfortable, and seen.”
Lovingly crafted
YoungShand Executive Strategy Director Sue Kipling adds, “Our driving belief for the platform is simple – every woman deserves a better bra. They deserve to feel confident, comfortable and supported, whether it’s through changing baby bods, post surgery, post divorce, date nights, lazy Sundays or any other way women actually live. From life’s big milestones to its everyday moments, Bendon offers bras that fit, flatter, and empower.”
YoungShand Executive Creative Director Corey Chalmers says he loves the scale and simplicity of this idea.
“Bringing it to life has been an amazing collaboration with Anna and her supremely skilled in-house team, and we’re proud to do true justice to Bendon’s incredible designs and ranges. Creatively we want to express a simple attitude, not just showing the bras beautifully, but also showing how they can give confidence and joy. Every line is based on actual need states and true insights of our audience, and are crafted as lovingly as every Bendon bra is.”
The campaign launched on January 23 in NZ and Australia across video, outdoor, social, digital, online and in-store.
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