Hunkemöller opens dialogue on the taboo of visible nipples with ‘Free the Choice’ campaign: women decide for themselves

In the lead-up to International Women’s Day on March 8, Hunkemöller takes a bold step in breaking taboos surrounding the female body. With the launch of the new ‘Free the Choice’ campaign, the brand introduces a new approach where nipples will no longer be automatically retouched - putting the decision in the hands of the models themselves¹.

Earlier this year, Hunkemöller launched the ‘For Every Woman in You’ campaign, demonstrating that the brand truly understands women and supports them at every stage of their lives-at every moment, for every mood and every need. With ‘Free the Choice’, Hunkemöller emphasizes this again and encourages women to confidently make any choice that suits them.

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A tribute to freedom of choice

Female nipples have been a topic of discussion for years, both on social media and in public spaces, where strict censorship rules apply. Although opinions on showing female nipples vary, one thing is clear: many women want to make that choice for themselves. Why are female nipples automatically blurred while men do enjoy the freedom to show theirs.

Research conducted by Hunkemöller² among German and Dutch women shows that 76% of respondents in Germany and 80% in the Netherlands believe that women receive more criticism than men when they show their nipples. At the same time, only 28% of German respondents and 29% of Dutch respondents believe that female nipples should always be covered.

Hunkemöller believes it is time to give women the autonomy to decide how they present their own bodies. “Free the Choice” is not a call to show nipples en masse, but a plea for autonomy: every woman should be able to decide for herself if and how she shows her body.

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“In every campaign, we face restrictions regarding nipples and have to make choices that do not always align with our vision of freedom and self-expression. With this new approach, we are consciously choosing change: we will no longer automatically retouch nipples and will give our models the freedom to decide how they present their bodies. We hope this contributes to a broader dialogue and a world where women have full autonomy over their own bodies,” says Carmen Seman, Director of Marketing at Hunkemöller.

Exclusive ‘Free the Nipple’ bralette

To reinforce this message, Hunkemöller is launching the exclusive ‘Free the Nipple’ bralette, in a limited edition with a playful design: subtly embroidered nipples. With this piece, the brand aims to highlight that nipples are a natural part of the female bodyand need not be concealed. Simultaneously, the bralette alludes to the strict censorship on social media, where female nipples continue to be blocked.

This initiative not only sparks conversation about gender-based censorship but also encourages the breaking of existing taboos. With Free the Choice, Hunkemöller takes an important step toward a future in which women have full control over their own bodies and representation.

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¹ Hunkemöller will share content on its own channels where permitted, but visibility on external platforms depends on their content policies, which may restrict the display of nipples.

² Representative online survey among 150 women, conducted by an independent research agency.

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