Libresse/Bodyform has always been a purpose heavyweight. We were the first brand to show period blood in advertising, a breakthrough moment of bravery.

The category has since been scrambling to follow suit. Other brands were snapping up tickets to climb aboard the ‘fempowerment’ train, on a mission to break taboos, destination ‘Feel Good’.

Whilst this mentality can do us a disservice by marginalising the complexity of our feelings, navigating complexity can be tricky. Our previous campaigns had succeeded through simple, powerful storytelling.

But now we wanted to tell a story full of complexities and contradictions, of what it means to have a womb.

Nothing simple there.

We’d have to rip up the rule book again.

#wombstories is a lesson in embracing complexity, in facing into the messy reality of womanhood. Designed to make you proud of your body, whilst breaking your heart at the same time.

In reimagining the womb in a totally novel way, we helped women and people with wombs* describe a body they’d lived in for their entire life, in an entirely...