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No Woman is One Woman

Fit Experts

She wakes before the alarm.
Not because she is ready.
Because her mind already is.

There is the version of her who plans the day before it begins.
The version who debates coffee or matcha, then chooses both.
The version who commands a room with her hair still slightly undone.
The version who answers the late call.
The version who cries in the shower and still shows up tomorrow.

This is the truth at the heart of our latest campaign:

No Woman Is One Woman.

Women are not one note. Not one mood. Not one role. They are layered. Evolving. Capable of holding strength and softness in the same breath.

At Bendon, we have never believed in fitting women into moulds. As Anna Johnson, our CEO, puts it: we design for every age and stage, but more importantly, we want women to feel seen.

No Woman Is One Woman is about showing up with women, celebrating who they are, how they change, and everything they carry.

No Woman Is One Woman is not a reinvention. It is a recognition.

The Bra Better Truth

For nearly 80 years, Bendon has understood one simple thing. If you get the first layer right, everything else feels possible.

This campaign brings that to life in a way that feels honest and human. The film moves through a single day, but it captures a lifetime of versions.

The ambitious one.
The slightly unhinged one.
The leader.
The friend.
The woman who needs support as much as she gives it.

Tomorrow she will show up differently.

And so will her bras.

Because No Woman is One Woman

Because no woman is one woman, no single bra can carry every version of her. That is why our featured styles reflect different needs, different moods, different moments.

Stamina High Impact Wire Free Sports Bra

When she is in motion, there is the Stamina High Impact Wire Free Sports Bra. Engineered for superior support and ventilation, with padded straps and an internal sling for lift, it contains and controls movement so she can focus on her own.

Person in athletic wear with a towel draped over their shoulder against a plain background

Lumiere Underwire Bra

When she steps into her power, there is the Lumiere Underwire Bra. A three piece profile that delivers natural shape and uplift, reinforced for all day hold. Feminine. Floral. Unapologetically supportive.

Woman wearing a red bralette holding a sparkly handbag above her head against a gray background

Midnight Express Underwire Bra

When she needs polish at pace, there is Midnight Express. A corporate essential, structured and dependable, crafted for comfort as she moves seamlessly from the front door to the boardroom and beyond.

Sculpt Underwire Bra

When she is showing up for others, even when her own tank is low, there is Sculpt. Smooth, sculpting, softly powerful beneath everything. The quiet confidence bra.

Sculpt Contour Bra in FAIRY TALE. Feature shot

Josephine Underwire Bra

When she feels bold, expressive, entirely herself, there is Josephine by Pleasure State. Swiss designed embroidery, sheer tulle, refined detail. A reminder that beauty can be intricate, and strength can be delicate.

Woman wearing a pink lingerie set with sunglasses and a black coat on a gray background

Adaline Contour Bra

When she wants precision and clean lines, there is Adaline. A contour silhouette that moulds to her curves and holds her in place with considered craftsmanship.