A Lingerie Brand Made All Its Male Employees Wear E-Cups For A Day

A Lingerie Brand Made All Its Male Employees Wear E-Cups For A Day

To understand what women go through, PrimaDonna outfitted their male workers with weights strapped to their chests

Ivanha Paz
  • 15 july 2016

Belgium-based lingerie brand PrimaDonna is marketing to their audience by capitulating on their experience. CEO Ignace Van Doorselaere thought the best way to obtain costumer insights was to live their day-to-day, so he made the company’s male employees wear 6.5 lbs on their chest to simulate what having E-cup breasts feels like.

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