Celebrates 21 Years with New Campaign Celebrates 21 Years with New Campaign is celebrating its 21st birthday with the ultimate body positive campaign. Featuring 21 women of different shapes and sizes, the photos highlight customers, influencers and staff ages 21 – 70 and bra sizes 30B – 42HH.

Among the women is Becks Wilkinson, who posts in her ileostomy bag on her insta @thebaglifeofbeck, who found taking part in the shoot totally liberating. “I never thought I would ever be able to be a part of something like this when I first had my ileostomy bag, and to be honest even now,” she said. “Please do not give up on your dreams or what you think is not possible. Every body is beautiful and the sooner we get that message out there the better, and I’m so proud of myself for being brave enough to bare the bag for thousands to see.”

Clara Homes, aka @rollinfunky, said, “Learn to love yourself and you’ll be loved.” And, Joanne Lewis (@petitesideofstyle), echoed, “I feel at my most confident when I’m pregnant.”

Mom-and-daughter team Linda and Emma Ferry also took part in the shoot.

Emma works in the IT team at Figleaves and in her personal time is a regular marathon runner. She explained, “I was anorexic when I was younger. Now I have two kids, I have a massive scar from a C-section, and I’m more appreciative of what my body does instead of what it looks like. I want to be proud of what I’ve achieved with it.” Celebrates 21 Years with New Campaign

And, she is proud of her mom, Linda, who has undergone a mastectomy, for taking part too: “She’s 70 and I think that’s pretty awesome.”

Figleaves was launched 21 years ago at a time when stores were squeezing women into a highly restrictive range of bra sizes (and e-commerce was barely a way to shop, much less for underwear!). By contrast, Figleaves offers 130+ bra sizes, believing that all women should enjoy beautiful lingerie whatever their shape or size. And, today Figleaves is making sure that women feel represented by using diverse models and social influencers and eschewing air brushing.

Since its start, Figleaves has sold 10 million bras (!!) – an amount that would stretch from London to Los Angeles, end-to-end.

Take a peek at Figleaves throughout the years, from its beginnings as “Easyshop,” to a tennis match between Anna Kournikova and Amazon boss Jeff Bezos in Grand Central Station, to today.

Along with the new campaign, Figleaves will be celebrating its 21st with special, limited edition styles, promotions and contests, and more.

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