For four days only, Staughton Place in Melbourne’s CBD is being transformed into “Boobie Lane”, with 24 giant inflatable breasts suspended above the laneway in different shapes, sizes and skin tones.
The larger-than-life installation is the work of Australian intimates brand Nala, which is taking its long-running message around body representation out of our underwear drawers and onto the streets to celebrate a major new partnership with Myer.
Opening Thursday September 10, Boobie Lane has been inspired by Melbourne’s famous street art scene, with breasts ranging from flat to full, perky to pendulous and plenty in between designed to reflect some of the diversity rarely represented in traditional lingerie advertising.
The installation was created in collaboration with Sydney artist Christine Yahya, who has worked with Nala on one of its more memorable campaigns before. In 2024, the pair sent a giant inflatable breast floating down Melbourne’s Yarra River as part of the brand’s #FreetheNipple campaign challenging the censorship of female nipples across social media.
This time, the boobs are taking to the sky to mark Nala’s biggest bricks-and-mortar expansion since launching three years ago.
The Australian brand is officially arriving in 22 Myer stores around the country this month, giving shoppers considerably more opportunity to see, feel and try the range in person rather than buying their bras and underwear online.
For Nala, however, putting 24 giant breasts above a public laneway is also an opportunity to make a point about what we’ve become accustomed to seeing when bodies are represented publicly.
The brand has built much of its identity around showing bodies that haven't always featured prominently in traditional intimates advertising, and Boobie Lane takes that same philosophy into a space where you can’t crop it out of a campaign image or scroll past it on your phone.
“It's bold, playful and unapologetically us, but more importantly, it gives us the opportunity to celebrate so many different bodies and boobs,” Nala Co-Founder Chloe de Winter says.
“We hope it gets people talking and continues to push the conversation around what real bodies and real representation actually look like.”
The Myer partnership also represents a significant step for the Melbourne-born brand, with Myer Chief Merchandise Officer Belinda Slifkas describing Nala as a brand that has built an “incredibly engaged community by championing visibility”.
Boobie Lane will be open to the public at Staughton Place, next to Myer Melbourne, from Thursday September 10 until Sunday September 13.
Nala’s range will also roll out across 22 Myer stores nationwide and online this month, with pieces priced from $25 to $79.
Loved this? Get The Wellness Wrap — Zoii’s curated edit of the latest in wellness, delivered straight to your inbox. Sign up here.
Image credit- Nala