Social justice is something the majority of people in the world are concerned with as the need to make sure every person has their rights protected should be supported by those in positions of influence. This view now seems to be shared by the founder and managing director of the Honey Birdette brand, Eloise Monaghan who believes her own brand has a major role to play in the creation of a fairer society in Australia where the right to marriage equality is under threat; Eloise Monaghan has also revealed her own support for the “#freethenipple” campaign her brand has played a major role in over recent years.
Established in 2006, the Honey Birdette brand has always looked to provide a commentary on the major issues affecting its employees and the majority of people in the areas the business operates in. The right to marriage equality has become a major cause for concern within Australia as an upcoming postal vote will decide the future of the subject. Recent polls have put public support for marriage equality at 70 percent, a figure many marketing experts believe reflects well on the public image of the luxury lingerie retailer.
The march through Melbourne’s Central Business District is the latest form of activism undertaken by the Honey Birdette brand which has also attracted media attention in Adelaide’s Rundle Mall for a provocative advertising campaign. During the flash mob in Melbourne, two issues were addressed on placards and signs, that of marriage equality and the “#freethenipple” social media campaign. Honey Birdette was supported by Adelaide Councillor Anne Moran when its store featured a controversial image of a lingerie wearing model sparking debate about the role of public decency in retail advertising.