Friday, May 21, 2010

‘Real Mums’ Bare All for the Cake Lingerie Shoot

Media Release - Not many competitions require winners to bare all, especially not those ‘in the family way’, but the Cake Lingerie competition did just that, with a nationwide search for four gorgeous New Zealand ‘Real Mums’ to be the faces and bellies of the Cake brand for 2010.

Competition winners were selected (appropriately) on Mothers Day, from an extremely high calibre of entries of pregnant or nursing mums and brought to Auckland for the shoot. For all four winners, this was the first time they’d bared all for the camera and all declared it a nerve-wracking, but empowering experience.

In conjunction with Cake Lingerie, the competition was created and organised by Louisa Currie and Heidi Riley, friends and founders of website Belly Beyond, and the resulting photo shoot will help launch the new Cake Lingerie range to the world. The organisers are thrilled with the response from entrants and support for their campaign. “Our desire was not to use existing models or a catalogue shot offshore,” says Louisa. “We wanted to show just how beautiful the mums-to-be in our own towns and neighbourhoods are” she said “and show them off to the world”.

“Choosing just four participants was a challenge. There were so many great and deserving women who entered, but the four we chose just had something really special about them, said Heidi.

The four winners were; Alisha Grimmer from North Shore City, Maree Hall from Hamilton, Chanel Gardner from Dunedin, and Debbie Heaney also from North Shore City.

All four women got the chance to be pampered by a professional hair and makeup team before revealing their pregnancy curves in fabulous designer maternity lingerie from Cake Lingerie. They also each won a fabulous $400 prize pack. Louisa and Heidi helped art direct the shoot and were hands-on in making the day a success.

“It was unanimous on the day that all the women were proud mothers and celebrated what their bodies could achieve through pregnancy,” says Chanel, “It’s amazing to be part of something that is focused on empowering women at such an amazing stage of life.”

Alisha was “surprised and thrilled” on finding out she was selected as one of the winners. And really enjoyed the experience on the day, “What more could a girl ask for, I felt special and good in myself; I was pampered and surrounded by inspiring women, and wearing a gorgeous product!”

The contest has been judged a success by organisers and now it is up to the public to see the results. “We have received great feedback from women all around the country who love the fact we’re promoting a healthy pregnant body image” said Louisa. “And we hope we can find another group of exciting talented, beautiful real women again next year.”

Cake Lingerie specialises in the creation of high fashion maternity lingerie that combines old-school glamour with style and comfort and is now available in 16 countries. The full catalogue of shots will be available soon on and at

Photograph - Nykie Grove-Eades

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