Nala’s Auckland activation drives support for Project Uplift with 500+ bra donations

AUCKLAND, Today: Nala, Australia’s leading inclusive intimate brand, made a bold entrance into Aotearoa with a Bra Swap activation at Commercial Bay last week.

The event, created by PR agency Rise & Shine and inspired by Wanaka’s bra-drona, saw an outpouring of support, with over 1,000 bras collected for Project Uplift, a charity providing bras to those in need.

People were lining up well before the event started, eager to “add more roar to their underwear drawer” with Nala’s inclusive designs.

In a celebration of body inclusivity and community support, Kiwis were invited to swap an old bra for a new Nala one. For every donated bra, Nala provided two—one for the donor and one for Project Uplift.

“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.

“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.” – Chloe De Winter

“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,” said Chloe De Winter, Co-Founder of Nala.

The response was overwhelming, with over 500 bras donated in a single day. Some women even removed their bras on the spot! One emotional moment saw a woman swap her post-surgery bra 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,” said Juliet Campbell, National Coordinator for Project Uplift.

The activation reinforced Nala’s commitment to body positivity, inclusivity, and sustainability. With sizes ranging from XXS to 6XL and A-K cups, Nala continues to push boundaries in the intimate wear industry, ensuring comfort and fit for all.

For those who missed out, Nala’s collection is available online at wearnala.com, offering sustainable bio-based fabrics, affordability, and high-quality products designed for individuality and self-expression.