Fayreform Lingerie, the New Zealand lingerie brand focused on providing fashionable solutions for the bigger bust, is encouraging larger-breasted women to embrace, rather than conceal, their curves. Until recently, women with C-J cups had little choice but functional, beige bras designed for older women. Fayreform is changing this with supportive, sexy bras. Fayreform is pronounced as Fair Form. The three print advertisements bank on readers focusing on the bra and not the details in the photograph’s background.
The Work Your Curves campaign was developed at Saatchi & Saatchi, New Zealand, by executive creative director Mike O’Sullivan, creative group heads Rob Beamish and Hilary Badger and photographer Craig Owen.