(Filed Under wholesale Maternity News). Instead of searching for models that best represent its customer base, Cake Lingerie is inviting everyday mothers to model its lingerie through the “Real Mums, Real Fit” campaign. The company launched the campaign in its home country of New Zealand in March, and has now extended it to include Australia, Britain and Finland.

In mid-September, Cake estimated that it had received applications from hundreds of pregnant and breast-feeding women around the world. In order to keep the campaign as true to life as possible, the company will not photoshop any of the campaign images used.

This realistic portrayal is in line with the idea behind the campaign of demonstrating that women can feel sensual, beautiful and comfortable while pregnant and nursing without succumbing to cultural pressures to get their old figures back.

“At Cake we design maternity and nursing lingerie for real mums,” Tracy Montford, founder of the company, said. “Pregnant and breast-feeding women are beautiful and it’s important they look and feel the same. The challenges this period and time can throw up can be daunting, so we purposely chose to use real women with real life challenges. We are constantly bombarded with unrealistic body images, creating a pressure that just isn’t fair. Women should be celebrated and applauded.”

Cake Lingerie is available in over 250 stores worldwide, according to the company. Bras retail for approximately $54.90 to $69.90, and run in sizes 32 through 40, B through H.

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Published 09-17-2010 by Amanda Torres Price