Accepting Who We Are (AWWA)- pronounced OUR – is a movement and campaign co-founded by Tina Boden and Rachel Peru who have partnered with independent lingerie boutiques across the UK to host a series of in-store events designed to empower women through practical, confidence boosting support With their message of ”This is who I am, and I am enough’ Rachel and Tina have already appeared as lively mannequins in store windows, transforming lingerie retail space into visilble statements about representation and self-acceptance.
The UK body confidence campaign has revealed that 39% of women cannot remember the last time they had their bra size checked, prompting a nationwide initiative encouraging women to prioritise professional fittings and reconnect with their bodies.
The Confidence Gap
In a recent survey conducted by Rachel Peru with over 200 women aged 40 and over, the results highlighted a significant representation and confidence gap:
- 72% said they do not feel represented on the high street
- 68% rated their body confidence 5/10 or below
- 24% said low body confidence significantly affects their daily lives
- 5% said it has prevented them from taking part in everyday activities such as swimming, going to the beach, or exercising in public
“These numbers are heartbreaking , but they also fuel our determination,” says Rachel Peru. “This campaign is about reclaiming joy, confidence and community. Women are not invisible, and we do not need permission to take up space.”
Further research conducted in 2024 found:
- 38.9% cannot remember their last bra fitting
- 28.8% have not been measured for two years or more
- Just 13.6% had a fitting within the last six months
“A poorly fitting bra doesn’t just affect comfort, it affects posture, silhouette and how a woman carries herself,” says Tina Boden. “Beyond that, it impacts confidence. Many women are living in the wrong size without realising it.”
Tina is a Yorkshire businesswoman, founder of the Making Midlife Matter Collective and Rachel is a model, body confidence advocate and host of Liberte Free to Be and the two women have already stage live events in independent shops such as Studio in Southwell, Foundations of Nantwich and Frillies in Penistone. Alongside their mission of boosting body confidence the campaign champions independent retailers, driving footfall and fostering community-based events that combine commerce with conversation.
Final word on the ground-breaking campaign to Tina:
This isn’t just about selling lingerie and swimwear. It’s about creating space for women to be seen, to feel supported and to invest in themselves.”
Retailers and brands who would like to become involved in this nationwide drive should contact Tina on tina@tinaboden.com.
