Following the success of the star-studded Valentine’s lingerie campaign, featuring Busiswa Gqulu and Pearl Modiadie, Ackermans is once again shaking up the country with their latest nude colour lingerie campaign, a natural progression of the retailer’s “I Am Me” (#iamme) movement.

Produced in conjunction with the retailer’s lead creative agency 99c, what sets this latest campaign apart is that it stars eight women from different walks of life; women who are not celebrities or who fit the mould of the professional model.

Says Shameema Maloon, Advertising Specialist at Ackermans, “#iamme said to the nation that rather than hide or grudgingly accept your flaws, these so-called ‘imperfections’ are what make you unique.”

The response to #iamme from women across the country was so overwhelmingly positive, that Ackermans decided to involve some of these women in their next lingerie campaign.

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A call for women to feature in the next campaign was shared nationwide via #iamme’s celebrity spokeswomen, and the country responded.

Eight ladies were ultimately chosen to appear in Ackermans nude colour lingerie campaign: Mahlatse Machete, Dineo Ramodike, Samukelisiwe Mfuphi, Sibongile Mangena, Sive Nqonji, Sizah Busane, Deirdre Pasquallie and Ithereng Morulane.

“This time round the focus is on our nude colour lingerie collection, which is available in a wide range of shades to suit different skin tones, and in an extended range of sizes and styles. We felt that the simplicity of this collection highlighted our models’ natural beauty, explains Maloon. “It is also one of our most popular lingerie lines, as it offers customers comfort, choice, functionality and quality, at an affordable price.”

As with the previous celebrity-driven campaign, the models are beautifully depicted in the visuals with virtually no retouching – and with curves, stretch marks and bumps on proud display

It was this same spirit of authenticity that inspired women to respond to the retailer’s call for models.  Explains, Sive Nqonji, one of the models, “The (previous) campaign celebrated women for who they were. I related to the celebrities that I saw on screen; there was no Photoshopping, but these women were happy and owning everything on themselves!”

Says another model, Sizah Busane, “The campaign taught me that all women have insecurities and we can go far if we support, encourage and show love to one another.”

Maloon says that the retailer is focused on adding value to the lives of its customers beyond merely selling product.

“We want to encourage women to celebrate their individuality. We want to show women other women they can relate to in our campaigns  – women who share the same insecurities, dreams and struggles – and that we celebrate these women.”

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