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Cake Lingerie Search for Real New Zealand Mums Press Release

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The Search has Started for the Face and Belly of ‘Cake’ Maternity Lingerie


Not content with mainstream advertising and media images featuring only super-slim pregnant models or unrealistic yummy mummies, two Auckland business women have come up with a plan that will see real New Zealand mothers feature as the faces, and bodies, of an international maternity lingerie brand.

Louisa Currie and Heidi Riley of online baby boutique Belly Beyond, are teaming up with Australian company Cake Lingerie to bring their ‘Search For Real Mums’ campaign to New Zealand.  The month long search begins today, and will result in three pregnant or breast feeding women being chosen to feature in a photo shoot to help launch Cake Lingerie’s latest collection of maternity lingerie and sleep wear to the world.

“We believe real women and particularly real mothers are beautiful and should be celebrated, so are excited at the opportunity to see them represented in this campaign” says Louisa.  “And because Cake Lingerie is designed specifically to make pregnant and breast feeding mothers feel good, the photo shoot will be a perfect way to capture that” adds Heidi.

Cake Lingerie specialises in the creation of high fashion maternity lingerie that combines old-school glamour with style and comfort and is now available in 16 countries.   With many overseas publications bowing to public pressure to feature more realistic images of women, it’s no surprise that the Australian version of the Real Mums Search received such a positive reaction.  Louisa and Heidi expect New Zealand women to be equally enthusiastic about proving that there is a place for all shapes of women in fashion.

“We know that one size definitely does not fit all so the Real Mums Search criteria is simple” says Louisa, “we are looking for women that are pregnant or nursing, in all sizes, shapes, ages and ethnicity.”

The winners will be announced on Mother’s Day and as well as the photo shoot experience the winners will also receive a Cake Lingerie prize pack valued at over $400. 

More info and download the entry form here

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