Blissclub's Freedame campaign: Challenging the Norm of Uncomfortable Innerwear

Blissclub, an Indian apparel brand designed specifically for Indian women to celebrate their movements is proud to announce the launch of Freedame, its revolutionary innerwear collection. Designed to eliminate the everyday struggles women face with traditional innerwear and to truly break free from innerwear that doesn’t get them, Freedame brings unparalleled comfort, invisibility, and support, empowering women to live their lives without constraints.

After discovering through an internal survey that 94% of women are dissatisfied with their bras due to issues like chafing, spillage, and digging straps, and 90% are unhappy with their panties due to visible panty lines and poor-quality elastics, BlissClub created the Freedame category. Freedame redefines comfort and functionality in women’s innerwear and lets them be truly free.

The launch is accompanied by a powerful campaign featuring three films and a bold social experiment, each addressing the common struggles women face with traditional innerwear and how they have always been the cages of 21st century. With this initiative, Blissclub seeks to spark meaningful conversations about women’s comfort and needs.

A campaign that speaks to women’s everyday realities

The Freedame campaign delves deep into the physical and emotional toll bras take on women:

The cage analogy: The primary film highlights how traditional, uncomfortable innerwear can feel like cages. It shows how they restrict women and hinder their daily lives. The film portrays relatable scenarios such as women at work and managing households. It emphasizes the universal relief women feel when they remove their bras at the end of the day. In contrast, Freedame is designed to provide all-day comfort and allow women to move freely without any restrictions.
Invisibility redefined: A second film focuses on how bra lines and panty lines are the single most annoying things that disrupt the clean look of outfits, requiring different styles for various occasions and ultimately leading to women layering up massively to avoid any lines. Featuring a seamless, invisible technology, Freedame blends effortlessly with any outfit, solving a long-standing issue for women and lets them wear the cute fits they’ve always wanted to
Pain-free support: The third film addresses the pain and hassle of alternatives like boob tape which women end up using for support, not just for their chest but also for the bottom. The film emphasises on how painful the process can be with a humorous take and Freedame, with advanced 3D support technology, delivers the support women need without the discomfort or pain.
As part of the campaign, Blissclub initiated a unique social experiment to shed light on the discomfort women experience daily. With an aim to simulate the everyday discomfort women experience, the video features an experiment where three men wore bras for five hours while performing regular tasks. The film documenting this experience captures their surprise at the physical challenges and discomfort women endure. This thought-provoking initiative aims to initiate a conversation about the need for better, more comfortable innerwear solutions.

Speaking on the launch, Minu Margeret, Founder and CEO of Blissclub, said, “Blissclub is a brand built by women, for women and we believe that bras have been the corsets of the 21st century. Myself included, most women can’t wait to get home at the end of the day to get freedom from their bras. With FreeDame, our singular problem statement was to solve this. Each piece in the FreeDame collection is designed for every-BODY, every shape & size, offering a perfect balance of comfort, support, and invisibility. It’s unbelievable that women have metal wires digging into their skin through the entire day, that’s what underwires are. We wanted to completely re-engineer this, so all FreeDame Bras are designed for insane support, without the underwire —this is the innerwear you will never want to take off.”

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