Here’s How Modibodi is Rewriting the Rulebook on Periods
info@hypebae.com (Hypebae) Fri, 28 Jun 2024 Hypebae
When it comes to that time of the month, there seems to be a set of rules and traditions dictating the ways that women should act. Take the wardrobe switch-up of not wearing white clothing or avoiding the swimming pool. This unspoken rulebook has come from generations of insecure period protection, adding to the fear of leaking in public. However, Australian brand Modibodi is looking to change the narrative with its a vast array of protective products.
Modibodi has been at the forefront of increasing leak-proof period underwear. Established in 2013 by Kristy Chong, the B-corp-certified brand was born from a lack of reusable protection that simultaneously saved her from incontinence during marathon running. Now, over ten years on from its launch, it boasts an extensive range comprising pants, shorts, swimming bottoms, and teen-tailored underwear, suited for every occasion imaginable.
In its latest move to drive protective apparel, Modibodi launches a new campaign titled “Fear Not.” Challenging conventions that periods can be disruptive, the visuals aim to highlight how its products bring the fun back into every summer scenario without having to worry about what goes down below. From swimming and cycling to the long-awaited moments of going to a festival or dinners with friends, an overwhelmingly feel-good energy exudes from each aspect of the campaign, further underscoring the message that women don’t have to change themselves to align with the traditional rulebook.
As part of the “Fear Not.” roll-out, Modibodi has compiled a dedicated edit of anti-leak underwear with picks from its new collection released earlier this month. Some pieces, including the Sensual French Cut and Seamfree Hi-Leg, feature in the campaign paired with a bold, carefree outfit while others in the edit prove to be staple favorites that ensure protection with every level of flow.
Take a closer look at the campaign in the gallery above.
To shop Modibodi’s “Fear Not.” edit, head to the brand’s website now.
Click here to view full gallery at Hypebae
