Two women pose in lingerie shop window for body confidence campaign
Model Peru and business coach Boden, who run the Accepting Who We Are campaign, posed in a lingerie shop window to show bodies of older women rarely seen in advertising. They also want women to get properly fitted for bras.
Two women have stood in a lingerie shop window as part of a campaign meant to show other women bodies like their own and to build confidence. The campaign is called Accepting Who We Are (AWWA). It is the idea of Peru, a model and body confidence activist, and Boden, a business coach.
How the campaign began
Boden says AWWA was launched in June 2025, after she entered a beauty queen pageant for the first time, at the age of 56. A photo showed her in swimwear on stage, and she realised that images of women like her, "5ft 3in, naturally ageing, naturally grey hair", never appeared in advertising for that type of clothing. The coach, who works with women in business, shared her thoughts on LinkedIn, and the post drew a huge response.
Peru's route into modelling
Boden's friend Peru gives body confidence talks. She became a model at 46, after a career as an early years teacher. Peru says she never imagined she would be doing lingerie and swimwear modelling and "fell into it really". Her first big campaign was modelling swimwear in the Bahamas, alongside model Ashley Graham. She says she came back a different person, because women of her age told her they could see a body they could relate to, one that had not been represented in underwear and swimwear marketing.
The aim of the shop window
According to Peru, standing in the lingerie shop window was about showing other women bodies like theirs so they could feel more confident. It was also meant to encourage them to get properly fitted for bras.
