bonprix expands cultural marketing and launches new podcast format “Ladies Room” in Germany

On 28 September, bonprix launched “Ladies Room” in Germany, a new video podcast centered on the lived realities of women aged 40 and over. Across three episodes, journalist and podcaster Paula Lambert engages in personal conversations with prominent German guests about topics such as body image, relationships, motherhood, career, self-determination, and societal expectations. The guests include choreographer Nikeata Thompson, TV presenter Milka Loff Fernandes, and actress Wolke Hegenbarth.

With this new format, the fashion company bonprix is further developing its cultural marketing approach, placing the interests, perspectives, and experiences of its core target group, women aged 40 to 60, at the forefront. “Ladies Room” builds upon the “Forty & Fabulous” campaign, through which the fashion brand highlighted the diverse lived realities of women to mark its 40th anniversary earlier this year.

The name of the new format was chosen deliberately: the ladies room symbolises a space where women often converse more openly, personally, and directly than in other situations. bonprix translates this familiar setting into an editorial talk format that focuses on experiences, everyday challenges, and personal stories.

“For bonprix, cultural marketing means understanding the interests and needs of our target group and consistently aligning our brand communication with their daily lives. Fashion is part of their everyday routine, but it is not the only topic that matters to them. That is why, as a brand, we want to spark relevant conversations and highlight the perspectives that occupy the minds of women over 40. With ‘Ladies Room,’ we are creating new points of connection with our target audience and building brand relevance that goes beyond traditional product communication,” explains Dr. Nicolai Johannsen, Chief Marketing Officer at bonprix.

Three conversations, three perspectives

In three episodes, Paula Lambert speaks with prominent female guests over the age of 40. Her conversation with Nikeata Thompson covers body image, societal expectations placed on women, experiences with racism and fetishisation, as well as personal crises and menopause. With Milka Loff Fernandes, the focus is on the relationship with one’s own body, female shame, sexuality, and self-image. Wolke Hegenbarth discusses motherhood, partnership, self-care, existential anxieties, and different approaches to life. Rather than appearing as experts, the guests share personal experiences and individual perspectives. Paula Lambert and her guests wear outfits from bonprix that highlight their personalities and blend harmoniously into the stylish setting of the conversations.

The trailer for “Ladies Room” has been running on social media and as a podcast ad since 25 September. The first episode, featuring Nikeata Thompson, has been available since 28 September. Subsequent episodes will be released on 5 and 12 October. The talk show format is available in German on all major podcast platforms, such as Spotify, as well as on the bonprix YouTube channel.

The concept was developed in collaboration with the agency Kemmler Kemmler, and the episodes were produced by Le Berg in Berlin.