Breaking Free(dame): Blissclub takes on the cages of innerwear

Blissclub, an Indian apparel brand designed specifically for Indian women to celebrate their movements has launched Freedame innerwear collection. Designed to eliminate the everyday struggles women face with traditional innerwear and to truly break free from innerwear that doesn’t get them, Freedame tries to bring comfort, invisibility, and support, empowering women to live their lives without constraints.

The company discovered through an internal survey that 94% of women are dissatisfied with their bras due to issues like chafing, spillage, and digging straps. It also found that 90% are unhappy with their panties due to visible panty lines and poor-quality elastics. That was the reason it created the Freedame category to redefine comfort and functionality in women’s innerwear and lets them be truly free.

The launch is accompanied by a campaign featuring three films and a social experiment, each addressing the common struggles women face with traditional innerwear and how they have always been the cages of 21^st century.  With this initiative, the company seeks to spark meaningful conversations about women’s comfort and needs.

The Freedame campaign delves deep into the physical and emotional toll bras take on women: The primary film highlights how traditional, uncomfortable innerwear can feel like cages. It shows how they restrict women and hinder their daily lives.

The film, which were shot in-house by the brand's team, portrays relatable scenarios such as women at work and managing households. It emphasises the universal relief women feel when they remove their bras at the end of the day. In contrast, Freedame is designed to provide all-day comfort and allow women to move freely without any restrictions.

The second film focuses on how bra lines and panty lines are the single most annoying things that disrupt the clean look of outfits, requiring different styles for various occasions and ultimately leading to women layering up massively to avoid any lines. Featuring an invisible technology, Freedame blends with any outfit, solving a long-standing issue for women and lets them wear the cute fits they’ve always wanted to.

Speaking on the launch, Minu Margeret, founder and CEO of Blissclub, said that the company is a brand built by women, for women and that believes that bras have been the corsets of the 21st century. “Myself included; most women can’t wait to get home at the end of the day to get freedom from their bras. With FreeDame, our singular problem statement was to solve this,” she added.

“It’s unbelievable that women have metal wires digging into their skin through the entire day, that’s what underwires are. We wanted to completely re-engineer this, so all FreeDame Bras are designed for insane support, without the underwire—this is the innerwear you will never want to take off.”

The third film addresses the pain and hassle of alternatives like boob tape which women end up using for support, not just for their chest but also for the bottom. The film emphasises on how painful the process can be with a humorous take and Freedame, with advanced 3D support technology delivers the support women need without the discomfort or pain.

As part of the campaign, Blissclub initiated a social experiment to shed light on the discomfort women experience daily. With an aim to simulate the everyday discomfort women experience, the video features an experiment where three men wore bras for five hours while performing regular tasks. The film documenting this experience captures their surprise at the physical challenges and discomfort women endure. This initiative aims to initiate a conversation about the need for better, more comfortable innerwear solutions.

Campaign’s take: Blissclub’s Freedame campaign isn’t just another product launch; it’s a bold rebellion against the wire-digging, line-showing, and tape-sticking tyranny of traditional innerwear. With three thought-provoking films and a daring social experiment, the campaign skilfully reframes women’s bras and panties as the corsets of the 21st century—emblems of unnecessary discomfort that the brand seeks to eradicate.

One film likens traditional bras to cages, capturing the universal sigh of relief women feel when they unhook after a long day. Another tackles the bane of visible lines and the unnecessary layering they inspire, introducing Freedame’s invisible technology as the antidote. The third film brings humour to the conversation, highlighting the absurdity of painful alternatives like boob tape, while Freedame promises support minus the agony.

The pièce de résistance, however, is the social experiment where three men wear bras for five hours. Watching them squirm underscores the silent endurance women face daily, driving home the need for a radical rethink in innerwear design.

Freedame, with its wire-free, seamless, and supportive design, is more than lingerie—it’s liberation. Blissclub cleverly wraps a serious message in wit and relatability, proving comfort and functionality can coexist in the battle against brain-rotting discomfort.