Women in the South East long to enjoy wild sex, have a drastic hairstyle and tell their boss where to go, a new study shows
Presenter Gemma Cairney, alongside fellow strong female influencers, protest what’s holding women back today, to launch sloggi’s Unfastened campaign. Designed to set women free from wires, and celebrate the bodywear brand’s pledge to become a completely wireless bodywear brand by 2023.
Figures show that 47% of females are too embarrassed to show their true self to others and long to break free, according to a survey by bodywear brand sloggi.
The new research reveals that women across the South East are holding back from truly expressing themselves, as almost HALF (47%) admit to being embarrassed of showing their ‘real’ selves. A quarter of women want to say NO more often and a third want to be brave enough to be brutally honest when asked their opinion on something (29%).
When it comes to the bedroom, 1 in 6 women long to feel totally free and have no inhibitions when making love. In the boardroom, 18% wish to be brave enough to tell their boss to ‘go f*** themselves’ while 20% yearn to walk out of a boring meeting.
Famed for breaking boundaries and empowering women to be bad-ass whatever their age, sloggi has taken to the streets with their zero f****s protest, fronted by outspoken presenter and women’s advocate Gemma Cairney.
Gemma Cairney comments: “There’s something very powerful in the unity of women coming together. Back in the 70s people were burning bras but now the narrative is more about true comfort. Sloggi have always been trailblazers in empowering women to be themselves, for a long time and I’ve loved working with them on this campaign!”
When it comes to underwear, over a quarter of women (28%) voted underwire bras as the main culprits for holding them back and making them uncomfortable, behind ill-fitting bras (33%) and thongs (26%), which has reportedly driven them to go commando (12%), pull out a wedgie in full public view (10%), and even pull a sickie from work (3%).
Anna Stark, Head of Marketing at sloggi, said “We want women to unfasten themselves and feel free in every sense of the word! Whether that means saying it how it is, pulling your best free-style dance moves naked in your living room or simply mixing things up and trying something new. We’re proud to be working with such strong, independent women to launch our campaign which celebrates our pledge to be a completely wireless brand by 2023. sloggi is all about bringing true comfort to people’s everyday, not allowing wires to squeeze, pinch, contain and restrain us. We want to empower all women to love themselves and give zero fucks to conformity.”
To free women from discomfort, sloggi has also partnered with charity, Against Breast Cancer, to call women to donate their unwanted bras at sloggi stockist across the country. In return customers will receive a 20% discount for sloggi’s new ZERO Feel, GO Allround or WOW Embrace collections. For every ton of bras received, £700 will also be donated to breast cancer research projects.
sloggi ZERO feel range available at: https://www.sloggi.com/en-uk/zero-feel/
