sloggi welcomes everyone to the comfort democracy! 

Recent market research by sloggi found that when it comes to bras, women complain about underwire being the most uncomfortable part – which really doesn’t come as a surprise to the women of PG HQ.


Keen to create a comfort democracy, where women world over can experience true comfort everyday – sloggi has spent the past couple of years slogging away to create a revolutionary new bra called the ‘Wow Comfort.’ To introduce this life changing product to key media and influencers, we worked with sloggi on an exciting event to showcase the new product in the best possible way (over cocktails and canapés, of course)!


Held at the chic Ice Tank venue in Soho, we entertained the stylish crowd by showing the European television commercial (where not only women can be seen trying on the Wow Comfort bra, but a man too) and inviting them to see the product up close – giving them the chance to touch and feel the innovative FlexiMesh technology, the clever development that does away with the need for underwire.


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Celebrating true comfort goes beyond that of a great fitting and comfortable bra though. It’s all about embracing a state of mind where you feel comfortable in your own skin and can embrace all of life’s situations (even outside of your comfort zone). And what better way to test this theory than to hold frank conversations with our media contacts about boobs and bras during the event!


The Wow Comfort bra will be available to buy from March 16th from John Lewis, House of Fraser and selected independent retailers.