NATURANA is taking its highly successful “Hey Boobs!” campaign into its second chapter; with Hug Your Individuality.
The bodywear brand makes another powerful statement for self-acceptance, diversity, and embracing one’s body with confidence. At the heart of the new social media campaign is The Curve Hugger – a love letter to real curves, real bodies, and real women.
Hey Boobs! – The Campaign
In 2024, NATURANA reached over 60 million people with Hey Boobs! campaign, inspiring women to celebrate their individuality, and with it, the uniqueness of their breasts.
But the mission is far from complete: diversity and individuality are not trends, but fundamental values of a confident society. “Hey sister, you are unique – just like your boobs. Embrace them, love them, and celebrate your individuality! Because true self-acceptance starts with an honest look in the mirror and grows when we lift each other up.” With this message, NATURANA calls on women to connect, support one another, and share their stories as part of a growing sisterhood.
Stories of Connection
A key element of the campaign is once again an emotional film that visualises intimate thoughts and feelings. Enthusiasts Janina, Stella, and Johanna share their personal experiences with their bodies – inspiring insights designed to encourage women to engage with their femininity and their breasts in a more conscious way.
THE CURVE HUGGER
As part of the Hey Boobs! campaign, NATURANA is celebrating true comfort, reliable support and a revolutionary fit with The Curve Hugger. More than just bodywear, this bra is an everyday essential that combines modern technology with maximum comfort.
Designed for a variety of body shapes, The Curve Hugger offers secure support without underwires, a gentle shaping effect, and a comforting, hugging feel. Its innovative cup moulding adapts perfectly to the natural breast shape, flattering the silhouette while remaining incredibly lightweight.
Seamless cups provide a smooth, barely-there feel, while the wide, extra-soft under band ensures stability without restriction.
The Curve Hugger (5662) is available in black, light beige and marina blue and from September 2025 in white (RRP £34.95). In sizes B-D 34-44 / DD-E 34-42 with the matching shaping brief (4662) in sizes S to 2XL (RRP £22.95).
