SugarShape press releases

Here you can find our press releases.

  • Wir sehen Dich – Die neue Kampagne von SugarShape und Motsi Mabuse stellt echte Frauen ins Rampenlicht.

    Wir sehen Dich – Die neue Kampagne von SugarShape und Motsi Mabuse stellt echte Frauen ins Rampenlicht. Es beginnt mit einem Satz, der leise ist und gleichzeitig alles sagt: Ich wurde lange übersehen. Ein Satz, den viele Frauen kennen. Zu laut. Zu weich. Zu viel. Genau hier setzt die neue Zusammenarbeit von SugarShape und TV-Star Motsi Mabuse an. Bewusst erscheint die Kollektion am Weltfrauentag, dem 08. März 2026 – einem Tag, der weltweit für Sichtbarkeit, Gleichberechtigung und Selbstbestimmung steht. Gemeinsam mit Motsi Mabuse hat SugarShape über 70 echte Kundinnen für die Videokampagne „Wir sehen Dich“ eingeladen – stellvertretend für die mehr als 70 unterschiedlichen BH-Größen, die das Dessouslabel aus Hamburg anbietet. Keine professionellen Models, keine inszenierte Einheitsästhetik, sondern Frauen mitten aus dem Leben – aus unterschiedlichen Generationen, Ethnien, mit ganz individuellen Formen und Geschichten. Was an diesem Drehtag entstand, war mehr als eine Kampagne. Es war die Visualisierung einer Bewegung, welche die SugarShape-Gründerinnen vor 14 Jahren gestartet und gemeinsam mit Motsi Mabuse groß gemacht haben. Im Kampagnenfilm folgt auf den ersten Satz die selbstbewusste Antwort: Doch ich bin da. In meinem Körper. Mit meiner Geschichte.Ich lebe. Ich bewege. Ich verändere. Eine Haltung, die an diesem Tag, laut SugarShape Gründerin Sabrina Schönborn, spürbar wurde: „Als alle Frauen zusammenkamen, hatte ich wirklich eine Gänsehaut. Es war so viel Positivität, so viel gegenseitige Wertschätzung und Offenheit da. Sehr berührend war zu beobachten, wie schnell aus Fremden eine Gemeinschaft entstanden ist. Kein Konkurrenzdenken, sondern ein echtes Miteinander. Und genau dafür stehen wir.“ Auch Motsi Mabuse bringt die Essenz des Projektes auf den Punkt: „Es gibt keine falschen Körper, nur falsche Größen. Und jede einzelne zählt.“ Eine Kollektion, die sichtbar macht – und auffällt Die neue Linie von Motsi Mabuse übersetzt diese Haltung in Design: Sinnliche Lingerie, selbstbewusste Swimwear und bequeme Sportswear – entwickelt für Frauen, die sich bewegen, Raum einnehmen und bei ihrer Wäsche keine Kompromisse mehr eingehen wollen, unabhängig von ihrer Kleidergröße. Besonderes Highlight ist „True Glam“ – ein corsagenartiger BH mit Mini-Pailletten und abnehmbarer BH-Kette, der wie eine funkelnde Rüstung wirkt: feminin und kraftvoll. Dazu setzt die Kollektion auf so viel Farbe wie noch nie bei SugarShape – von Butter-Yellow über Mint bis hin zu leuchtendem Flamingo. Farben, die nicht flüstern, sondern strahlen. Die Kampagne endet mit einem klaren Blick in die Kamera und einem Versprechen, das bleibt: SugarShape. Wir sehen Dich. Die SugarShape x Motsi Mabuse Kollektion ist ab dem 08.03.2026 auf www.sugarshape.de erhältlich. Das Kampagnenvideo ist hier zu sehen: www.sugarshape.de/blogs/magazin/behind-the-scenes-70-frauen-70-groessen

  • Colours of Motsi `25 – My Body is Made for Dancing

    Motsi Mabuse presents her new lingerie, swim and sports collection with SugarShape, setting an example for self-love and against body shaming Motsi Mabuse moves – not only on the dance floor, but now also with a fashion collection that is more than just a fashion statement! With Colours of Motsi '25, the successful dancer and TV judge has teamed up with lingerie label SugarShape to present a collection that not only fits perfectly, but also conveys a strong message: Every body is unique and beautiful, regardless of dress size or supposed "ideal measurements". "Our bodies are constantly under criticism. Too curvy, too thin, too loud, too soft – there's always a 'too'. But the only thing that really matters is how we feel," says Motsi Mabuse, "Sexy is not a body type - sexy is an energy!" Her collection includes seductive lingerie, comfortable sportswear and elegant swim and beachwear based on the mix & match principle in over 70 bra sizes, inspired by the world's most exciting dances. From the sensual cha-cha-cha to the dynamic jive and the passionate mambo – each new design bears the name of an iconic dance and embodies movement, expression and pure joie de vivre. With Colours of Motsi '25, SugarShape is not only celebrating the biggest collection launch in its history, but also the spirit of an entire movement. Because fashion alone is not enough for them. Together, SugarShape and Motsi want to inspire and empower the women's world with a message that moves. And that's exactly what Motsi delivers: a danceable collection song that underlines her message of self-love and empowerment and shows society clear boundaries. "My body wasn't made for you to judge" – this is how her campaign song My Body is Made for Dancing begins. Inspired by Motsi's own experience with body shaming, it sends a powerful statement: your body belongs to you – it is there to live, enjoy and move freely – preferably dancing, of course! "I experienced it myself," says Motsi, "this feeling of not being enough. But I've learned that my body wasn't made to be judged, envied or even insulted – it was made to dance, to live, to love! And that's exactly what I want to celebrate with this collection." To underline this, Motsi shot a sensational video for the campaign song on Gran Canaria, in which she dances through the picture in her collection – how could it be otherwise – sometimes cheerful, sometimes sexier than ever before, but always herself. This launch is also a special highlight for SugarShape founder Sabrina Schönborn. Inspired by Motsi's life, strength and commitment, she wrote and sang the campaign song. "When my sister and I founded SugarShape, we dreamed of liberating the world of women not only from ill-fitting bras, but also from one-sided ideals of beauty," says Sabrina Schönborn, "with Motsi at our side, we are now taking this mission to the next level – with even more diversity, power and joie de vivre!" The Colours of Motsi '25 collection is now available at www.sugarshape.co.uk. SugarShape also offers the Motsi Box, a personalised shopping service where customers who are still unsure about choosing the right size and bra shape can have a selection of underwear individually tailored by bra experts sent to their home for a no-obligation fitting.

  • Your curves. Your rules. Mösi and SugarShape unveil their hottest collection to date with FemFatale

    The exciting new FemFatale collection was launched on 24 August by popular influencer Simone Nakhostin alias Mösi (@pinkpersianunicorn) and innovative lingerie label SugarShape. This sensual masterpiece redefines plus sizes with breathtaking sexiness. A statement for curvy empowerment Simone, known for her passionate commitment to curvy empowerment, expresses her enthusiasm for the joint project: "My new FemFatale collection offers fantastic support even in very large sizes and is simply incredibly sexy." Her mission was clear: to create lingerie that not only looks stunning, but also fits perfectly and gives a new sense of self-confidence. SugarShape raises the bar Sabrina Schönborn, founder of SugarShape, shares Simone's enthusiasm and emphasises: "SugarShape has never had such a sexy collection before. FemFatale is aimed at all women who proudly celebrate their curves and want to take their self-confidence to a new level." The collection features luxurious details such as special lace and removable, adjustable straps that are real eye-catchers and can also be worn during very private moments. The market launch was accompanied by a Germany-wide out-of-home campaign. The collection's message was spread across billboards under the provocative slogan “Your curves, your rules. Sexy knows no limits”.  An unforgettable event The official presentation of the FemFatale collection took place on 24 August 2024 at the exclusive Tortue Hotel in Hamburg. The press was cordially invited to attend this special event and experience the exciting new collection first-hand. Experience the exciting fusion of fashion and self-confidence that FemFatale embodies.

  • From sky to dawn – influencer Jule and SugarShape present a magical lingerie collection

    On 13 July 2024, German influencer Juliane Klatt, alias Jule (@datjulschen, right in the picture), will present her latest lingerie collection together with the trendy German bra brand SugarShape. Following the successful launch of their first joint collection, ‘True Luna day & night,’ last year, which quickly sold out, the colour spectrum of this customer favourite is now being expanded to include the dreamy pastel colours ‘ombré sky’ and ‘ombré dawn.’ ‘For me, the True Luna collection means that you can be your own goddess,’ Jule reports enthusiastically, "Luna – the moon goddess, connected to everything. You go through different phases, just like her. And there's not just light and dark, as in my “True Luna day & night” models, but also lots of colourful shades in between, which I wanted to capture in the new “True Luna ombré sky & dawn” colours. Don't we all know that magical time when the sun rises between pink clouds, the moon is still visible and the sky awakens to the day in a bright light blue?" The new collection captures the magic of these transitional times. ‘The colour gradient is unique, something SugarShape has never seen before,’ explains SugarShape founder Sabrina Schönborn, ‘because of the complex cut, bras made of ombré lace are a rarity and every bra in every size is one of a kind, as unique as the wearer herself.’ ‘It's the perfect bra to shine on sun-kissed skin. For yourself, full of self-love,’ adds Jule. For over 10 years, the Rügen native has been sharing her life on social media and inspiring her 200,000 followers with topics such as family, travel, nutrition and, of course, self-love. The launch on 13 July 2024 will be celebrated with a special event at SugarShape headquarters in Hamburg. Ten lucky followers will have the opportunity to meet Jule herself. The event will include an Instagram livestream in which Jule will present the new collection, as well as workshops and the chance to get to know the influencer.

  • Motsi Mabuse presents her first lingerie collection with SugarShape

    "There are no wrong bodies, only wrong sizes", this slogan will adorn the posters and the TV commercial for the first lingerie and swimwear collection by 'Let's Dance' judge Motsi Mabuse with the German bra brand SugarShape from tomorrow. With her 'Colors of Motsi' collection, Motsi Mabuse wants to encourage all women to dare to wear a sexy bra or a beautiful bikini. The TV star shares a deep conviction with the founders of SugarShape that every woman, regardless of figure, age or background, has the right to feel comfortable and confident in her body. For her, 'Colors of Motsi' is therefore also a statement for self-love and diversity. Motsi not only stood in front of the camera as a model herself, but also brought seven other very different women into the spotlight to present all eight lingerie and swimwear sets in her collection on different body types. Her collection is as multifaceted as Motsi herself. Whether it's a seductive lace bra in neon yellow, an underwired bralette in soft pink, a strapless bra in understated taupe with interchangeable statement straps, an extra-strong sports bra in fresh sage or a bright pink bikini with trendy suspenders: there's something for every mood. "My message to the women out there is: don't hide, but celebrate your uniqueness," says Motsi Mabuse, "true to the motto of my collection: Ready to be me!" Motsi herself knew all too well the problem of finding suitable and beautiful underwear that also holds a larger bust size. "I finally have a bra for my off-the-shoulder TV show and red carpet outfits that keeps everything in shape even without straps," says Motsi jubilantly, "and I didn't even know that there are beautiful bralettes in my size that even provide support without underwiring until I found out about SugarShape." "My sister and I founded SugarShape because we were having trouble finding bras that fit perfectly and look great at the same time," says SugarShape founder Sabrina Schönborn, "thanks to our own sizing system with over 70 bra sizes and the commitment of our passionate team, we are finally making bra shopping a pleasant experience for all women." Together, Motsi Mabuse and SugarShape now want to liberate the female world not only from ill-fitting bras, but also from one-sided beauty ideals. "I love SugarShape because they have celebrated us women in all our glorious diversity from the very beginning," enthuses Motsi, "and now I only wear SugarShape lingerie because it fits perfectly and looks bombastic!" The 'Colors of Motsi' collection by SugarShape and Motsi Mabuse is now available online at www.sugarshape.de. SugarShape is also offering a personalized shopping service at the launch with the 'Motsi Box', where customers who are still unsure about choosing the right size and bra shape can have a selection of underwear individually tailored by bra experts sent to their home for a no-obligation fitting. True to the cheeky slogan from Motsi's TV commercial: "Sexy and comfortable - no problem!"

About SugarShape

SugarShape is an underwear and swimwear brand from Hamburg founded in 2012 by the sisters Sabrina Schönborn and Laura Wacker – known from the German TV show 'Höhle der Löwen' (the lion's den). Thanks to its unique combination of modern designs, perfect fit and reliable support in over 70 bra sizes, SugarShape is the fastest growing bra brand in Germany and already has over 500,000 customers.

Contact for further information

Email: presse@sugarshape.de
Web: www.sugarshape.de
Instagram: @sugarshape