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Blissclub, the Indian activewear brand designed specifically for Indian women, proudly announces the launch of Freedame, its revolutionary innerwear collection. Created to address the everyday struggles women face with traditional undergarments, Freedame offers unmatched comfort, support, and freedom, empowering women to live life without constraints.
An internal survey revealed that 94% of women are dissatisfied with their bras due to issues like chafing, spillage, and uncomfortable straps, while 90% are unhappy with their panties because of visible panty lines and poor-quality elastics. In response, Blissclub developed the Freedame collection, reimagining women’s innerwear to focus on comfort and functionality, allowing women to truly feel free.
The launch is accompanied by a bold campaign, featuring three films and a thought-provoking social experiment, which highlight the physical and emotional toll of traditional innerwear on women. These campaigns aim to spark important conversations around comfort and the real needs of women.
Campaign Highlights:
- The Cage Analogy: The primary film compares traditional bras to cages, showing how they restrict women’s movements in daily life. It emphasises the relief women feel when removing their bras at the end of the day, contrasting with the all-day comfort Freedame provides.
- Invisibility Redefined: The second film addresses the common issue of visible bra and panty lines. Freedame’s seamless, invisible design eliminates these distractions, letting women wear their favourite outfits without the need for layering or special undergarments.
- Pain-Free Support: The third film tackles the painful alternatives women often resort to, like boob tape, and highlights how Freedame uses advanced 3D support technology to offer comfort and support without the discomfort.
In addition to the films, Blissclub conducted a social experiment where three men wore bras for five hours to simulate the discomfort women experience daily. This experiment, captured on film, aims to open a conversation about the need for more comfortable, functional innerwear.
Minu Margeret, Founder and CEO of Blissclub, commented, “Blissclub is a brand built by women, for women. Bras have long been the corsets of the 21st century, and with Freedame, we’ve worked to solve this problem. Our collection is designed for every body, offering unparalleled comfort, support, and invisibility, without the need for painful underwires.”
The Freedame collection is now available on Blissclub’s website. Women across India are invited to experience the innerwear that prioritises comfort, support, and true freedom.
