Cupid, kisses and romantic love are in the air. It’s Valentine’s Day season. It’s all about your crush. But this Valentine’s Day, Bras N Things has issued a challenge to those outdated romantic conventions. It’s encouraging women to put self-love above anything else, literally and figuratively.

In the second iteration of its I Come First platform from Fabric, the campaign reimagines classic love poem prose and structure, calling on women to indulge in self-gifting and their own pleasure, in whatever way works for them.

Keenan Motto, creative partner and founder of Fabric, stated, “Self-care is here to stay, and so is the campaign platform, I Come First. This year we put a twist on the expected tropes of Valentine’s Day and turn the traditional love poem into a modern manifesto of self-love.”

Natalie Chalmers, head of marketing at Bras N Things, added, “Valentine’s Day shouldn’t be just about the ones that we love, but the love that we have for ourselves. I Come First flips the tradition of this holiday, encouraging women to feel confident and desirable in themselves.”

Bras N Things’ campaign is supported by three 15-second films and stills running across social, online and in-store channels in Australia.

Credits:
Brand: Bras N Things 
Head of Marketing: Natalie Chalmers 

Creative Agency: Fabric 
Photographer: Hannah Scott-Stevenson 
Director: Nathan Lewis
Fashion Stylist: Sara Smith
Set Stylist: Natalie Turnbull 
Hair: Lok Lau 
Makeup: Stoj 
Production: BOLT