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

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.

PrimaDonna’s seamstresses designed and created the special harnesses holding the weights that the men wore for an entire day, which they named International E-Cup Day for Men. This way PrimaDonna, a brand that specializes in larger sizes of luxury lingerie, was able to tell their audience that they truly understand their needs, or at the very least are making a valiant effort to do so.

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