Behind the Scenes: 70 Women, 70 Sizes

24.2.2026 | Ann Cathrin Schach

Please give us a proper drumroll, because: We've filmed our first brand campaign! Of course, we wouldn't be SugarShape if we hadn't come up with something really special for it. We initially wanted to showcase the diversity of women with 70 participants. However, we received so many wonderful applications, and many of you brought along friends and relatives, so we actually exceeded our goal and were able to realize our vision with 85 women. We are still overwhelmed by the response to our appeal!

With the 85 wonderful women from our community, our motivated staff, our founder Sabrina, and the dance legend and ray of sunshine Motsi Mabuse, we've created a message we want to powerfully share with the world. And so that you can be a part of it all, we want to take you on a journey through the memories of the filming day and to give you exciting insights behind the scenes.

Why this video shoot?

We want to highlight what is so often overlooked. 85 women, representing our community, to show the visible diversity of women to create a space where ordinary women like you and me feel seen and represented. Pregnant women. Women with disabilities. People of color. Curvy women. Women who don't fit into a narrow, normative societal image and are, unfortunately, far too often marginalized. With the upcoming new Motsi x SugarShape collection as our starting point – as diverse in styles and colors as we women ourselves – we want to reflect precisely this reality. We women are constantly told we're too loud or too quiet, too soft or too hard, too much or too little. As if we could or would ever want to please everyone. This shoot was the opposite: Here, the women showed themselves brave, strong and self-confident. They were the center of attention and were empowered by the women around them. They are passing this feeling on to the viewers of the video: You are not alone. You are seen. And that's exactly what makes us SugarShape special. We often talk about how many women's bodies we reach with our 70 sizes. On this day, we didn't just say it, we made it visible. 70 women – 70 sizes. Countless stories and a shared sense of togetherness, pride, and genuine connection.

Front Closure Bra Pure Luxe Bordeaux Front Closure Bra Pure Luxe Bordeaux
Bralette "Elva" black Bralette "Elva" black
Bralette Elva Forest Bralette Elva Forest
Bralette "Elva" powder Bralette "Elva" powder
BH "True Lace" olive BH "True Lace" olive
Bra True Lace Violetgrey Bra True Lace Violetgrey
COLOURS OF MOTSI

A look behind the scenes

Even upon entering the set, there was something special in the air. This was not going to be an ordinary video shoot, not a classic photo shoot, but a space full of captivating stories, full of life, and above all: full of wonderful and unique women. While Motsi stood in front of the camera with the main protagonists, the room gradually filled with 85 women from our community. Women who didn't know each other beforehand, yet immediately felt connected. Bras were individually fitted for each woman, there was lots of laughter, snacks, and toasts. Between snacks and conversations, photos, videos and interviews of individual community members were created. It was precisely there, behind the scenes, that what we were really after came about: genuine encounters.

"SugarShape is for all women, for every occasion, for every body shape, and we love the founder. Thank you for founding this company."

(Participant in the video shoot)

Then everyone came together. 85 women, united in the leading roles. Different in size, skin color, and life experiences, yet side by side. During the shoot, it was palpable: no one was alone. Every movement, every glance was supported by the women around them. When Sabrina and Motsi later joined, diversity transformed into community, many voices into a powerful "we." The day culminated in the spotlight moments of the ten main actors. Moments in which each of the women had her own unique moment. No comparisons, no demands, just their own presence filling the room. This unique moment belonged entirely to them, and one could feel how much they enjoyed it.

This day was also very special for Sabrina: "To be honest, I was totally overwhelmed by the atmosphere that day. When all the women were together in the room, when this energy became palpable and each one took her place, I really got goosebumps. "There was so much positivity, so much mutual appreciation and openness.

BH "Cariba" lime BH "Cariba" lime
Bra Voilà Leogrey Bra Voilà Leogrey
BH "Voilà" purple BH "Voilà" purple
Sport-BH "Jive" black Sport-BH "Jive" black
Sport-BH "Jive" olive Sport-BH "Jive" olive
BH "Eliana Satin" emerald BH "Eliana Satin" emerald
BH "True Lace" olive BH "True Lace" olive
Bra True Lace Violetgrey Bra True Lace Violetgrey

What impressed me most was that these women aren't professional models, but women from our community, everyday people. And yet – or perhaps precisely because of that – they managed to do this incredibly well done. They implemented the instructions perfectly, were focused, motivated, and patient, even when individual scenes had to be filmed several times. This blend of professionalism and genuine enjoyment was truly special. I also found it very touching to observe how quickly a community formed from previously stranger women. Conversations started, compliments were exchanged, and people encouraged each other. There was no comparison, no competitive thinking, but a genuine sense of togetherness. Many women visibly blossomed as the day progressed. This feeling of "We belong together" was palpable everywhere.

For me, this shoot was therefore much more than a production. It was a true event of coming together. A moment in which women felt seen, accepted and connected, and that is ultimately what we stand for.”

Thank you to all participants

COLOURS OF MOTSI

"I am totally convinced by SugarShape and I wouldn't have thought that at my age I would change myself so much and be so focused on my breasts and find that it somehow makes me look fresher and younger."

(Participant in the video shoot)

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