Married At First Sight’s Jules Robinson unveils 12 new shapewear ambassadors at Sydney-style party

Jules Robinson’s shapewear is so popular, she’s moving to the UK to launch it. How does she compete against Kardashian Skims and Lizzo’s Yitty? By keeping it — and her brand ambassadors — real.

MAFS star Jules Robinson unveils 2023 campaign for her shapewear brand Figur, ahead of its U.K. launch in June. Picture: Supplied.

Jules Robinson had plenty to celebrate at the third birthday of her shapewear brand Figur on Tuesday — five entrepreneurial awards, an upcoming UK launch, and a memoir in the works.

The MAFS 2019 contestant and her husband Cam Merchant are one of few success stories the Australian reality format has produced, both in love and professional longevity.

Robinson, 40, hosted a boozy party in Barangaroo to introduce her 12 new brand ambassadors to Sydney’s social set.

Twelve hand-picked ambassadors chosen from thousands of Australian applicants reflect Robinson’s size 6 to 24 ethos: This is for everyone.

“I’ve gone from being trolled and body shamed in my season of MAFS, to having women say they want to embrace bodies like mine,” Robinson said.

The mother-and-daughter duos of all shapes, sizes, and ethnicities were selected from thousands of applicants from across Australia to reflect and represent Robinson’s body positivity message in Figur’s 2023 campaign. Picture: Supplied.

“My messaging is it’s a piece of material. It’s you under that material.”

What sets Robinson apart in the saturating shapewear market, led by Kim Kardashian’s trendsetting Skims in 2019, then Lizzo’s more inclusive Yitty in 2022, are her campaigns led by real, everyday women.

What sets Robinson apart in the saturating shapewear market, led by Kim Kardashian’s trendsetting Skims in 201, are her campaigns led by real, everyday women. Picture: Supplied.

“I had to wear shapewear that rolled uncomfortably and I couldn’t go to the toilet for hours while filming the dinner parties,” she told The Daily Telegraph. “As a curvy woman I’d get so upset when I’d go into the shops and couldn’t find anything. For me it was a problem, so I found a solution.”

The Figur Amplified 2023 ambassadors are five mum and daughter duos, as well as one woman whose mother died of cancer, and a mother-to-be.

“In my last campaign, an ambassador asked if her mum could be by her side because she needed her. I had a good think about it, and sometimes your most messy, complicated, and hardest relationship is the one with your mum,” Robinson said.

“So many of the mums said they absolutely projected their body insecurities onto their daughters, because they were always weighing themselves, or talking negatively about themselves. They told me ‘if I could I change one thing about raising her, that would be it.’”

X Factor singer Samantha Jade serenaded the brand with a short and sweet rendition of Happy Birthday to mark the occasion over prosecco and an elaborate grazing board.

Guests including Carla from Bankstown, Candice Warner, Erin Holland, Jacinta Tynan and Jack Vidgen attended with their mothers and aunts, honouring the women in their lives in the run-up to Mother’s Day this weekend.