I Come First by Fabric

Australia-based lingerie brand Bras N Things has launched a campaign to dismantle traditional perceptions and attitudes about women for Valentine’s Day 2022.

The campaign, called “I Come First’” and created by TBWA\Sydney’s Fabric, wants women to love themselves first and foremost, instead of seeking love from others.

The idea for the campaign came about after Bras N Things noticed that self-gifting was on the rise, with most sales being made by women, for themselves.

In addition, a 2020 study of over 22,000 women from over 21 countries found that globally one in two women feel more self-doubt than self-love and the majority wish they had more confidence.

“This campaign is all about putting yourself first. Women have been told to be selfless, modest and humble for too long and we now know unlocking self-confidence helps foster independence and can build our sense of sexual desirability. Self-gifting lingerie can have a transformative effect on women’s self-confidence this Valentine’s Day, and beyond,” said Natalie Chalmers, head of marketing at Bras N Things.

“We want to support and encourage women to embrace this new era of unabashed self-love, pride and self-promotion and what better time to do this than on Valentine’s Day”.

Australians are expected to spend $415 million on Valentine’s Day, with an average gift expected to cost $111.