ele STYLED

Nala was never built to blend in. From the moment Chloe de Winter and her team sent a cheeky G-string through Sydney traffic and floated a giant breast down the Yarra, it was clear the brand had something to say and no interest in whispering it. In a category often weighed down by perfection pressure and unspoken rules, Nala has carved out space for real bodies, real conversations and a sense of humour that makes the serious stuff easier to talk about.

Chloe has become one of the most recognisable voices in the movement for body diversity and women’s health in Australia. Whether it is calling out outdated attitudes to breastfeeding or taking a stand for mums after the airport pumping incident, she and the Nala team keep finding creative ways to turn frustration into cultural moments that matter.

In this conversation she shares how those bold ideas come to life, why fun is still a vital part of the mission and what she believes still needs to shift for women to feel fully seen and supported.

1. Nala has never taken the quiet route. From the G string stunt on Sydney streets to the giant breast on the Yarra, what gave you the courage to launch the brand with such bold public statements?

Launching a new brand, we felt like we wanted to stand out a little. And what better way than with a cheeky g-string stunt or a giant floating inflatable breast? In fact, 3 years on we are still known to some as the “giant boob brand!”. At the end of the day, we wanted to have a little bit of fun with our brand, everyone can be pretty serious these days!

2. The “Sorry To Offend You” campaign with Simone Holtznagel sparked huge conversation around breastfeeding in public. What impact did you hope it would have and what did you learn from the reaction?

The goal of the campaign was to help normalise breastfeeding in public. Sadly, in 2025 women are still made to feel ashamed for this with disapproving glares and still so much stigma around this! Personally, I was breastfeeding at the time so I knew that this was an issue. Breastfeeding is so hard as it is and women should be supported and celebrated for it, not shamed. The reaction was incredible, with the campaign going viral online. If it means even one more breastfeeding mum feels more supported feeding in public, then our job is done! 

3. Fit Guide 2.0 has been a game changer by showing more than 100 unedited real chests. Why was it important for you to take the visual fit guide further and what has the response been from customers who finally felt seen?

Our original Fit Guide was special, but it also only showcased 35 bodies. We knew we could do better in terms of true body representation, so we decided to relaunch it with 100 bodies. That’s 100 real, unedited bodies in all their glory! Our customers absolutely love 2.0 and feel like they can find their body in the lineup. Some of these customers have never felt represented online, so it’s pretty incredible to offer this!

4. You have used art, public installations and unexpected stunts to challenge stigma. How do you decide which issues to tackle and what medium will create the most meaningful change?

We only speak up about issues that align with our core values as a business. Most recently, that was doctor Elise Turner being forced to leave the Virgin Australia lounge for using her breast pump in public, pretty archaic stuff!! On a personal level, I was furious! But it also seemed like the perfect opportunity to stand up for feeding mums everywhere and take a stance. When it comes to the medium, we like to get creative as a team. There are no rules here and we just brainstorm and go with the best option! 

5. The airport pumping incident and your billboard truck response touched a nerve for many women. When you hear stories like that, how do you balance anger, advocacy and creativity in your approach?

When you own a business, you can quickly translate anger into opportunity. If it gets us fired up, we can usually count on others being equally fired up, and sometimes it could be a cultural moment. We have the best team of creative minds who think outside of the box and love to jump on opportunities to make a statement. 

6. Nala has become a voice for body diversity and women’s health in a short time. Looking ahead, what conversations or taboos do you feel still need to be challenged and how do you see Nala leading that next chapter?

There’s still a lot of work to be done on both of these fronts, and we won’t stop here! We’ll continue to challenge the taboos that shape how women feel in their bodies, sadly a lot of society still shames women for things like size, age and even gender. There’s lots to explore here for sure. Shop the Nala range here.