Picture of London Bridge with a giant CGI bra hanging from the top of the bridge

Love Your Boobs: Marks & Spencer unveils their new BraFit™ campaign for 2024

Marks & Spencer launched its latest BraFit™ campaign this February, encouraging everyone everywhere to embrace self-love and body positivity with their motto Love Your Boobs.

The BraFit™ campaign supports their longstanding BraFit™ service that encourages individuals to get their boobs measured in-store and aimed to revolutionise the way people perceive lingerie shopping.

The campaign runs from Thursday 15 February to Wednesday 6 March and has excited audiences with its innovative CGI (Computer-Generated Imagery) photos that transformed iconic London landmarks into larger-than-life canvases to showcase a selection of bras from their latest SS24 collection.

Anna Braithwaite, Marketing Director Clothing & Home at M&S said “So many customers come in wearing the wrong size bra and this incredible, free service M&S offers can help individuals across the UK to find their perfect fit.

“The CGI activation brings the campaign to life across social, supersizing the message in a fun and innovative way, across two iconic London landmarks – driving talk-ability and reaching a new customer demographic.”

Braithwaite explained how M&S worked with StudioB to create the specialised CGI images that depict realistic giant bras hanging in and around London including on London’s Tower Bridge.

The BraFit™ campaign debuted on the M&S’ Instagram accounts, @marksandspencer and @marksandspencerstyle on February 16th with model and presenter Georgia Jones, sharing her reactions to seeing the giant bra.

CGI Bra hanging from London's Tower Bridge with Georgia Jones pointing at it.
LOVE YOUR BOOBS: One of the many CGI images created by StudioB for M&S

The well-established BraFit™ service offered by Marks & Spencer has already made a significant impact over the years, fitting an average of 1.1 million people across the nation every year.

Customers interested in experiencing the BraFit™ service first hand can book appointments in-store or online through M&

For more information on the campaign, please reach out to [email protected].

Featured Image Credit: StudioB – [email protected] (represented by [email protected])

Related Articles