AWWA – Accepting Who We Are, the body confidence movement co-founded by model and body confidence activist Rachel Peru and advocate for micro and independent businesses Tina Boden, brought a bold new dimension to independent retail with multi-layered activities in Bare Necessities, Knutsford blending fashion, community, and conversation in a way that extended beyond the shop floor.
Bare Necessities Lingerie & Swimwear (The Lingerie Store) is proudly celebrating 40 wonderful years in business. Founded by Julie back in 1986, the boutique has spent four decades helping women of all ages and sizes feel confident , comfortable and supported.
The event held during Knutsford Fashion Week (11th-16th May) is the latest staged by Tina and Rachel and was sponsored by leading lingerie brands, Marie Jo, Primadonna and Empreinte.
Julie is proud to stock some of the very best lingerie and swimwear brands , and even prouder of the personal service, fitting expertise and advice they’ve become known for over the years.
Building on their signature AWWAsome Fit Live Mannequin concept, Rachel and Tina took over the boutique window after modelling swimwear as part of the Knutsford Fashion Week Show, and quite literally turning the streets into a runway as they walked back through the town to the store. Along the way, they engaged directly with women in the community, sparking spontaneous conversations around body confidence, visibility, and self-acceptance, taking the message out of the store and into real life.
From Storefront to Street-Level Impact
The activation didn’t stop at visual merchandising. In a first for the campaign, Rachel and Tina also took part in a live radio interview with Cheshire mix radio, while seated in lingerie, challenging perceptions and opening up honest, unfiltered dialogue in a highly visible, public way. This layered approach highlights a shift in how independent retailers can connect with their customers , not just through product, but through experience, storytelling and human connection.
“AWWA has always been about starting conversations,” says Rachel Peru. “But what we’re seeing now is what happens when those conversations move beyond the store, they become shared, visible, and impossible to ignore.”
The Ripple Effect of Confidence
While the immediate impact is clear in footfall and engagement, AWWA’s focus is increasingly on what happens after the event.
“This isn’t just about one day,” adds Tina Boden. “It’s about the ripple effect, the conversations women continue, the confidence they carry forward, and the relationship they build with their local independent boutiques.”
By creating memorable, emotionally resonant experiences, AWWA is helping retailers foster deeper, longer-term customer loyalty, positioning independent boutiques as trusted spaces for both expertise and empowerment.
Shaping the Future of Lingerie Retail
As AWWA continues its UK-wide campaign, the Bare Necessities event , with the support form leading brands Marie Jo, Prima Donna and Empreinte, demonstrates how immersive, community-led retail experiences can drive both commercial success and meaningful customer connection.
Rachel and Tina will be appearing at the INDX Intimate Apparel & Lingerie Show, where AWWA will host its own stand and invite retailers and brands to explore future collaborations.
For press enquiries, interviews or collaboration opportunities: hello@acceptingwhoweare.com
