IWD 2021: This Is Me

24 Feb 2021

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International Women's Day (March 8) is a global day celebrating the social, economic, cultural, and political achievements of women. The day also marks a call to action for accelerating women's equality.

Neubodi is committed to building a bra for every woman, regardless of her shape, size, age, ethnicity, and gender identity. We want women to have the right to define themselves outside of the male gaze, and this is why we were set to do things differently.

In recognition of Women’s Day 2021, Neubodi launches #THISISME, a virtual campaign aimed at challenging traditional gender norms , empowerment and embracing one trueself. Tailored specifically for women in the Asian market, this campaign examines the Asian concept and standard of beauty and worthiness. It encourages women to reclaim back their power and see for themselves without the layers of expectations of what your body “should” look like.

Neubodi IWD 2021: #THIS IS ME Official Video

Beauty standards are built on perceptions which have been developed over a long period of time. There exist beauty ideals and stereotypes, and we are all guilty of trying to live up to them and failing. It’s been this way for decades: Women portrayed as flawless creatures, all cut from the same cloth, and all having their unspoken but understood place in the home, office, and social arena. This paves the way for low body confidence and anxiety.

The reality is, women don’t wake up and slip into lingerie. They don’t wake up and miraculously look beautiful and confident. The Asian industry has been long dominated by porcelain skin and a slim physique, and this is what Neubodi aims to change --- we hope to tear off the negative labels by offering a true representation of women in Asia, and highlighting the unique beauty of each aesthetic.

"A HEALTHY BODY IS A BEAUTIFUL BODY"

“We make a conscious effort and decision to highlight real women. We refuse to allow our daughters, sisters, and even our mothers, to be pressured to be fitted into a mold, to only adhere to what the society thinks it’s beautiful.” --- Joyce Ooi, Brand Marketing Director of Neubodi.

Here's what women got to say:

Appreciate your body. Love yourself. Celebrate the person you are today. Tell the world, #THISISME

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