Girls Undercover Encourages Girls Worldwide to #GETFITTED

26 October 2018

The Australian-based group encourages girls across the world to #getfitted. Their determined approach and social-media savvy has some of the finest boutiques in North America joining their appeal!

Amy Mason was raised in the world of lingerie and so grew up knowing the importance of a well-fitting bra. But she was shocked to learn that many of her friends had never even had a fitting and was determined to change this. Realizing the scope of the problem, Amy, alongside her friend Mary-Anne Kossen, launched a worldwide campaign seeking to encourage girls all across the globe to #getfitted. Always aiming high, Amy appeared on a billboard in Times Square with the Girls Undercover message when she was just 17! To help spread the word, the group has appointed a team of Girls Undercover Ambassadors, with members ranging from girls out to educate their peers, to social media influencers and stores, all committed to promoting bra fitting amongst young women.

The strength of Girls Undercover lies in their ability to use social media and target events such as Vidcon (a convention for the biggest influencers and most passionate followers of Youtube) where a high proportion of attendees are in their target demographic. Amy and Mary-Anne are aware that for younger girls, the concept of a bra fitting is often intimidating, and talking about it can be difficult. With their relaxed and approachable manner, they break down the barriers between younger girls and a world of bras that may seem inaccessible or intimidating for them.

Recognizing the critical role that local retailers play in encouraging girls to get fitted, Girls Undercover have linked with stores across North America, and we are delighted that some of the finest stores nominated in The Best of Intima Awards are participating!

Among the US stores participating in the campaign are the winner of this year’s Best Store of the Year-USA prize, Anna Bella Fine Lingerie, and past Personal Touch winners Bra-La-La (2016) and Bra Genie (2015). Girls Undercover regularly highlights the availability of local fittings, and shows a younger demographic that lingerie stores can help them as well! They support (and often attend!) store events, and aim to speak in schools with a presentation on the importance of bra-fitting.

So far, the girls have travelled all over the world, from their home in Australia to the USA, Canada, the United Arab Emirates and the UK, to mention just a few destinations. Despite the breadth of their travels, the team reveals that the difficulties and concerns of girls they speak to are surprisingly universal. Once they step inside a store, regardless of its location, the needs of girls are the same! This fall, their campaign has taken them to Poland, where they are working with influencer and bra fitting expert Izabela Sakutova and will pursue an extensive media campaign. They are then planning to travel around Europe, including the UK and Ireland, and have events booked in Dubai – all before 2019!

You can find out more about the campaign on the Girls Undercover website, and they post regular updates on their social media channels.

Of course, the team at The Best of Intima were excited to get involved!