Recently, reports have surfaced surrounding a situation where a women’s health doctor was asked to leave a Sydney airport business lounge for breastfeeding her infant child. This sparked conversation around how mothers are treated in public spaces and the societal taboo that surrounds motherhood in general. But in 2025, should mothers still be made to feel unwelcome for doing something so natural and necessary? In response, Melbourne-born intimates brand Nala rolled out a roaming billboard truck outside Virgin’s terminal and offices in Sydney with a clear statement:
It’s just a boob.
It’s 2025.
It’s time to get comfortable.
Nala xx
The campaign highlights the outdated attitudes and unnecessary stigma that women continue to face as mothers in society. What should be a normal, supported act of care is too often treated as a disruption or with disgust by the general public.
The Brand That Doesn’t Stay Quiet
Nala has built a reputation for championing women’s comfort and challenging the social standards that undermine it. In 2023, they floated a giant boob installation down the Yarra River to protest censorship by major tech platforms. A year later, their “Sorry to Offend You” campaign featuring Simone Holtznagel and her daughter sparked debate but positioned the brand as one unafraid to challenge convention.
This latest move is another reminder that comfort isn’t just about the products women wear — it’s about how society makes space for them.
Why It Matters
The incident at the airport is not an isolated case, but part of a broader issue: many women still feel judged or excluded for feeding their children in public for fear of public scrutiny. By placing their message directly in front of commuters and travellers, Nala is advocating for a shift in perspective — one where natural acts of care are met with acceptance, not discomfort. Acts like this slowly aid in the fight against societal shaming of mothers and the overall stigma that motherhood deals with daily.
More Than a Campaign
At its core, Nala’s statement isn’t just about intimates, or even just about mothers. It’s about a culture where women should feel comfortable in their own skin and supported in their choices, wherever they are. Because if it’s 2025 and women are still being told to hide or move along, then clearly, it’s time for change.
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