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Sainsbury's launches 'All boobs welcome' campaign


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According to research by Sainsbury's, 58% of women surveyed wish their boobs were different. And it's not just their own bodies that women are unhappy with - 76% of women also said that they wished that lingerie campaigns had more diversity.

With images of 'perfect' women filling our social media feeds and covering the pages of magazines and brands like Victoria's Secret purposely excluding plus-size and trans women from their campaigns is it any wonder that we're getting fed up of lingerie campaigns?

Image courtesy of TU Clothing at Sainsbury's 

In comes TU at Sainsbury's new campaign 'All boobs matter', in which they have gathered models of all different shapes, sizes and ethnicities to model their new collection of underwear. 

“When it comes to communicating about bras, we’re going to celebrate the normality of the nation’s knockers. No matter what we call them, no matter what size or shape they are, at TU all boobs are welcome.” Helen McGrath, TU's head of campaign management told It's Nice That.

Image courtesy of TU Clothing at Sainsbury's 

Sainsbury's is seriously practising what it preaches with its new lingerie drop. Sizes start at 32A and go up to a 42GG, meaning that most women in the UK will be able to find their size on the shelves of their local supermarket. This is totally game-changing for the many women who have before had to go to specialist shops and spend a fortune buying bras. 

As part of their campaign Sainsbury's has also opened a pop-up shop in Covent Garden, where they offer various different boob-related advice sessions and activities. From bra fitting to boob themed workshops to a live recording of journalist Emma Gannon's podcast, this is not one to miss if you're in or around London.  

For more body-positive underwear campaigns check out our list of 5 lingerie brands that are promoting body-positivity. 

Lead Image Courtesy of TU Clothing at Sainsbury's 

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