Review: Ashley James fronts Pour Moi campaign celebrating confidence over perfection
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From colourful bikinis to supportive lingerie, TV presenter Ashley James has curated a collection focused on helping women feel comfortable and confident in their own skin
Finding swimwear that feels secure yet still looks fabulous is surprisingly difficult. No matter how many bikinis and swimsuits are available, there always seems to be a gap between what looks great on a model and what feels comfortable and flattering in real life.
That disconnect is exactly what Pour Moi is addressing with its new campaign featuring ITV broadcaster Ashley James. The campaign, Designed For Me, Designed For Real Life, focuses on the realities of women's lives and bodies, and the fact that confidence isn't about achieving perfection.
Pour Moi champions inclusivity with sizing from A-J cup, believing that every body deserves to feel confident in their own skin, no matter their age, size or shape. The focus is on finding the right fit.
The new campaign is accompanied by a curated edit of Ashley's favourite Pour Moi swimwear and lingerie, bringing together supportive, confidence-boosting styles that reflect her approach to feeling comfortable in her own skin.
The swimwear selection featured in Ashley's edit is packed with holiday-ready pieces, including colourful bikinis, supportive swimsuits and stylish cover-ups. There are bright prints, flattering cuts and plenty of options for different bust sizes, but what unites them all is a focus on helping women feel comfortable and confident.
I tried the gorgeous Malibu Underwired Non-Padded Halter Bikini Top £34, with the matching Adjustable Bikini Brief, £24. It’s easily the best bikini I’ve tried in a long time - mid-coverage briefs with ruched side details and an underwired, non-padded bikini top. It fits properly and feels secure, offering enough coverage without looking frumpy, while the ruched sides add an extra touch of glamour. The vibrant green shade looks fantastic against a holiday tan.
As well as the green, you can go all-out Caribbean with a pink, blue and green version or a pink and purple combo which currently has 50% off.
My favourite online review comes from Kate, who sums up the Malibu perfectly. She said: "Comfortable and pretty - a great combination, not often achieved!"
Ashley's lingerie picks prove that everyday underwear doesn't have to be boring. Her edit includes everything from smooth T-shirt bras and matching briefs to more delicate lace designs, with an emphasis on comfort, support and flattering fits.
Ashley says: “I know confidence can look so different depending on what stage of life you're in, and for so many women, it's something we're constantly rebuilding. I've always believed that we deserve to feel comfortable, supported and confident in our own skin. That's why this campaign with Pour Moi felt so natural to me. It's about celebrating all women and real experiences, not perfection.”