In an era of AI-perfect skin, filtered bodies and algorithm-approved beauty standards, Nala is rewriting the rules — with 100 real, unedited chests.

Fit Guide 2.0 isn’t just a campaign — it’s a radical act of visibility. The world’s first visual size guide of its kind, it features 100 real chests across every shape, size, skin tone, and gender identity. No retouching. No airbrushing. No AI. Just real people — and real bodies — shown as they are.

It’s the sequel to Nala’s 2022 Fit Guide, which launched with 30 chests and disrupted the industry’s obsession with perfection. But this second chapter is bolder, broader, and unapologetically inclusive — capturing mastectomies, augmentations, flat chests, perky and pendulous forms, pregnancy, breastfeeding, trans and gender-diverse bodies, and everything in between.

Beyond being a powerful shopping tool, Fit Guide 2.0 is a protest: against narrow ideals, against body censorship on platforms like Meta and TikTok, and against the idea that breasts — in all their natural, lived-in beauty — don’t belong online.

To mark the launch, we spoke with Nala co-founder Chloe de Winter about the making of Fit Guide 2.0, the industry’s reluctance to represent real bodies, and how this guide is challenging both fashion and tech to catch up to reality.

Fit Guide 2.0 isn’t just a campaign — it’s a radical statement on representation. What boundaries were you most determined to break with this release?

Real breasts have always been some sort of no go zone for zone for fashion and advertising. It’s almost like 50% of the population don’t have them?

So yes, we were so sick of seeing idealised body types represented online, and decided it was time to showcase true body diversity. For too long, women have been made to feel like their bodies, their breasts aren’t “normal” because they weren’t represented anywhere. But it’s 2025 and it’s time to showcase what real bodies and boobs look like. And yeah it’s radical to post 100 real naked, unedited chests and breasts (without the help of AI!) but if that’s what it takes, we will do it!

We’ve never seen this level of chest diversity in lingerie — trans bodies, mastectomies, augmentations, breastfeeding, and more. Why do you think the industry has taken so long to get here

The lingerie industry has traditionally marketed towards an “aspirational” body type, as opposed to real body types, which is sad. Some big brands, like Victoria’s Secret really set the standard on this and it’s had an enormous impact not just on the industry, but on the body image of millennial women which is a tragedy. But our population is so incredibly diverse and wonderful, so why should the marketing be so narrow? It was always going to be hard for one of the big established brands to do something like this, so it probably took a brand like us that was really willing to challenge the status quo in order to make it happen.

Was there a moment during the making of 2.0 where you realised, ‘We’re doing something that’s never been done before’?

Yes! Firstly, we photographed 100 people in one day which was a logistical nightmare. We very quickly understood why nobody had done this before! But in reality, it was a real pinch me moment. To have so many people walk through the door, strip off and show off their wonderful bodies, their scars, asymmetries, vulnerabilities, was incredible and so empowering. It’s a celebration of all bodies in its most basic and rawest form.

Inclusivity is often used as a buzzword in fashion — but this feels genuinely disruptive. How did you ensure it wasn’t tokenistic, but truly representative?

I couldn’t agree more! Inclusivity is such a buzzword so we work hard to make sure we build it into what we do. While we showcase 100 real unedited diverse bodies in our Fit Guide 2.0, we also show these 100 bodies in 2 Nala products each, which have been designed specifically for those bodies. We do this across all our products, designing and constructing products that actually suit all bodies – A cup to K cup, mastectomies, breastfeeding, pregnant, gender non conforming. It’s just one of the things we do! In our opinion it’s tokenist to have inclusive marketing but then not back it up with product decisions that support those customer types. We make an extremely conscious effort not to do this.

What kind of ripple effect do you hope Fit Guide 2.0 will have — on consumers, on the industry, and on how people relate to their bodies?

We hope it rewires the way you shop – instead of seeing models as an aspirational body type, we want you to see yourself represented and celebrated online. We hope it will make people feel they have a body worthy of feeling great, feeling confident and sexy at any size, shape or experience. For the industry, we hope it forces other companies to rethink – what if your products were designed to actually fit different body types?! And for broader culture, we hope it adds to the momentum of normalising bodies in all their forms. We will celebrate that!

Explore the Fit Guide 2.0 and shop the collection that celebrates every body.
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