Alma Brayley-Neale, founder of lingerie boutique Coco-Boo, has joined forces with a number of local businesses and individuals to launch the “Love you and your tribe – a girlie weekender” campaign. In the run up to Valentine’s Day, when underwear advertising would traditionally be aimed at those looking for gift purchases, Alma believes lingerie should be about making you feel fabulous in your own skin, to feel comfortable on a daily basis, to promote body confidence no matter of age, size, shape or lifestyle stage.
The collaboration comes from a shared passion of body positivity, inclusivity, friendship, women empowerment, self care and acceptance for all. Models for the campaign are existing customers of Coco-Boo and were recruited through an email marketing campaign sent solely to Coco-Boo’s existing customer database. Businesses involved in the collaboration include:
- Lingerie: Coco-Boo Lingerie
- Photographer and Jewellery: Black and Sigi
- Stylist: Emma Togwell
- Makeup: Mary O Connell
- Hair: Penny Sherwood
- Marketing/PR: Camilla Bevington
- Location: The Roslin Hotel
Alma Brayley-Neale, founder of Coco-Boo, says: “Having actual customers of ours, real women, volunteering as the models makes this a very special and heartfelt project indeed, proving the messaging behind our campaign is so important to portray in our modern day society. Women want to feel confident, indulged and fabulous. Our bodies change during our lives as a woman, throughout hormonal and weight changes, having children, enduring surgery etc, so I want everyone to feel welcome and relaxed during their experience at Coco-Boo and to wear lingerie that allows them to feel confident, have self belief and to support other women in the process.”
