BOODY - MAKE YOURSELF COMFORTABLE

Women spend a cumulative 27 years of their lives in discomfort, not least of all because of uncomfortable and ill-fitting underwear that digs in, rubs and leaves painful and long-lasting marks on their skin. To launch bamboo underwear brand Boody’s new positioning, ‘Make Yourself Comfortable’, this photographic campaign confronts the ubiquitous but untenable issue head-on, extending empathy to the audience and offering Boody as a very comfy solution

Photographer: Hannah Scott Stevenson