Championing every woman's individuality, our campaign celebrates real stories.

My life in Flex Smart. It's Personal.

IT'S PERSONAL

Inspired by the many different roles women play in daily life, Flex Smart is a versatile, multi-purpose essential. Beyond the functional and physical, beyond being a mother, a friend, a sister or daughter — the freedom to be yourself is both a powerful and indescribable feeling. It’s the most intimate. It’s ever-changing. It’s personal.

As a brand that’s made intimate wear for women since 1886, what does dedication look like today? We can’t assume the needs and feelings of every woman. We’re not pretending the unique complexities of life can be solved with bras or underwear. But true comfort can make it a little easier.

Our favourite benefits:

Adaptable

Infinity-edge neckline sits flush with the skin, while padding moulds to the contours of your body to feel like a second-skin.

Lightweight

Temperature regulating fabric means Flex is suitable for different climates and states of activity.

Take It Anywhere

Rolls up into a compact package without creasing, making Flex the perfect travel companion.

INSPIRATION

Each of the women highlighted in our campaign tell their own story. We are all viewed differently by the loved ones in our lives. And each perspective is a facet of ourselves. But what about the way we see ourselves? This point of view deserves time in the spotlight too.

ABBY

“I think being proud of stuff is always a little bit strange, but I recently won an award for a music video I created, it gave me that confidence that I think I needed.”

Abby is a filmmaker and actor.

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SIANON

“The people I love see me in different ways. My family knows that multitasking isn’t my strong suit, but I hope she always sees me trying, even when I’m not the best at it. I don’t always get it right, but I just figure it out.”

Sianon is a proud mum.

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