Perimenopause has a branding problem. It’s sweaty, unpredictable, deeply unglamorous, and until recently, largely invisible in advertising. Berlei is done pretending otherwise.
The intimates brand has partnered with FABRIC to launch I’m not hot, a bold new campaign introducing Berlei Breathe, a range designed to support women through perimenopause with cooling comfort and breathable performance, and to say the quiet part out loud.
Rather than sidestepping the experience or dressing it up in euphemism, the campaign flips a loaded phrase and reframes it on Berlei’s terms. This isn’t “hot” in an aspirational sense. It’s “not hot” because she can feel cooler, calmer and more in control, and supported by a bra built for a body in transition.
Reframing a loaded word
Built around the line “I’m not hot,” the campaign flips a phrase that carries real emotional and physical weight for women experiencing perimenopause.
Rather than leaning into aspirational gloss, the work reframes “hot” away from discomfort, flushing and quiet endurance – and toward feeling cooler, calmer and more in control, supported by a bra designed for a body in transition
According to Fabric’s Managing Partner, Gemma Rees, the creative strategy focused on meeting women where they already are.
“‘I’m not hot’ is confident, honest and a little rebellious. It says what women are already living, and it connects straight to what Berlei Breathe is designed to do: help her feel cooler and more comfortable.”
The result is a campaign that speaks plainly, without trivialising the lived reality of perimenopause – a balance that remains rare in mainstream brand communications.
Product-led, not platitudinal
At the centre of the campaign is Berlei Breathe, a new intimates range featuring perforated foam cups to increase airflow, breathable stretch fibres for comfort, and moisture-wicking fabric with a discreet liner.
The range is available in both wire and wire-free styles, across multiple cup shapes, reflecting a product-first approach rather than a purely brand-led message
For Berlei’s Merchandise and Marketing Manager, Kelly Cashman, the range is designed around everyday reality rather than idealised bodies.
“Berlei Breathe is designed for women who want comfort that keeps up with real life. It’s breathable support, made for the moments no one prepares you for, and for the woman who refuses to shrink because her body is changing.”
That positioning aligns with a broader shift in women’s categories, where brands are increasingly expected to acknowledge life stages like perimenopause, menopause, and postpartum – and back that acknowledgement with functional design, not just inclusive language.
The I’m not hot campaign is supported by a hero film and key visuals rolling out alongside the product launch, underpinned by a simple line that lands with confidence rather than apology.