Swapping bras and sharing stories: Underwear bra Nala expands into Aotearoa

Australian underwear brand Nala kicked off its expansion into Aotearoa with an activation at Commercial Bay yesterday.

The event, conceptualised and executed by PR agency, Rise & Shine, was inspired by Wānaka’s “bra-drona”.

It saw over 1000 new and pre-loved bras collected in support of Project Uplift, a charity dedicated to providing bras to women and individuals in need.

In an effort to celebrate body inclusivity and support the local community, Nala’s Bra Swap activation invited Kiwis to bring in their old bras and exchange them for a new Nala bra. For every pre-loved bra donated, Nala provided two new bras – one for the person making the swap and one to be donated to Project Uplift. 

Adding roar to the drawer

Many people queued up well before it started, eager to add more “roar to their underwear drawer” thanks to Nala. 

“We’re absolutely blown away by the incredible turnout for our New Zealand debut. Connecting with our Nala fam and hearing firsthand how much the right bra can change someone’s day was truly special. Watching people swap their old bras—knowing they’ll be donated to Project Uplift—made this activation even more meaningful. We’re stoked to be matching every donation with a new bra, meaning there will be close to 1000 bras going to a new home,” says Chloe De Winter, Co-Founder of Nala. 

Swapping bras and stories

Over 500 bras were donated throughout the day, with some women stripping off their bras in public! Women came together and felt empowered, with stories of people swapping their surgical bra following cancer surgery, for a bright new Nala wire-free option. 

“We have been delighted with the donations made as a result of the Nala activation. As a charity we distribute bras to women and girls in need in New Zealand and the Pacific Islands, through health and community groups and high schools in disadvantaged areas. We try to ensure that bras get to the women who need them without compromising their dignity. We greatly appreciate the bras people have donated plus the new bras Nala has provided to our charity, they are going to make such a difference,” says Juliet Campbell, National Coordinator for Project Uplift. 

The post Swapping bras and sharing stories: Underwear bra Nala expands into Aotearoa appeared first on stoppress.co.nz.

stoppress.co.nz