In the face of the Covid-19 pandemic, much of our lives have been forced to exist in virtual, rather than physical spaces – from remote working to Zoom pub jaunts and even some brave digital dating.
Now, bra-fitting has also gone online thanks to British-based underwear brand NUDEA; which is launching this service with a gorgeous campaign illustrated by Eugenia Mello and orchestrated by brand consultants Enid.
The campaign was created in the wake of a massive surge of interest in NUDEA's at-home fit kit, which enables bra-wearers to self-measure without needing to go into a shop for a traditional fitting: sales have increased by a whopping 500% since late March. NUDEA's Fit Tape is complimented with an Online Fit Finder and Virtual Fit Sessions to eliminate the need to go to a physical store; while also offering entirely personalised, accurate fitting measurements.
Research into crowd-sourced findings from over 1,000 bra-wearers has gone into the custom-designed NUDEA Fit Tape - not like any tape measure lying around the house though. It's a simple two-step process, with the option of booking in a complimentary virtual session with the NUDEA Fit Team too.
Buenos Aires-born, NYC-based illustrator and graphic designer Mello is behind the delightfully simple but hugely expressive figurative images used across the physically-distanced support campaign, dubbed #TakingMeasures, which references life under lockdown with assets such as a downloadable Trivia Kit.
The kit is available to anyone who orders the NUDEA Fit Tape online, and the brand makes a donation made to breast cancer charity CoppaFeel! for each order. The quiz's four rounds of questions cover things like music, bra history and 'underwear on the big screen'.
Mello's images feel perfect for a job like this—her depictions of women's bodies are both sumptuous and diverse, not shying away from the realities of normal women's bodies rather than the usual impossibly proportioned forms we see in underwear ads.
She's described her illustration approach as demonstration her passion for 'rhythm, movement and feelings'—again, a perfect combination for a commission that's as much about emotion as it is the physicality of being a person with tits. Mello also says she 'uses colour and shape to translate into drawing the things that are difficult to put into words.'
Before going freelance, Mello studied Graphic Design at the University of Buenos Aires, where she also taught Design and Typography courses for several years. She went on to take her MFA in Illustration as Visual Essay from the School of Visual Arts in New York, where she's been based since.
Her work has been recognised by American Illustration, The NY Art Director's Club, Latin American Illustration, Creative Quarterly, 3x3 Magazine and the Society of Illustrators, which last year awarded her a Silver medal for Why Are We Still Dismissing Girl's Pain?, an op-ed illustration for the New York Times. Her other previous clients include Apple, The Mayor's Office of NY, TED, The New Yorker, The Washington Post, Simon & Schuster and Airbnb.
"We've found a diverse customer base – particularly amongst those that don't feel comfortable going to a traditional bra fitting," says Priya Downes, Nudea's CEO and co-Founder. 'Getting familiar with your breasts also has wider implications in the detection of cancer, so we've found it's an all-round positive exercise."