Nadiya Bychkova showcased five looks from sustainable underwear brand Step One in a new photoshoot released Friday. The Strictly Come Dancing professional, 36, who is preparing for another ballroom season, wore a sequence of outfits designed to highlight comfort, movement and body confidence as she models a collection rooted in sustainability.
The lineup spans a range of styles: a sleek white set featuring a SmoothFit padded bra and high-waisted body shorts; a chic blush pink look with the same SmoothFit bra paired with classic bikini briefs; a nude-toned close-up that accentuates her tan; a bold Blue Lagoon number that emphasizes her washboard abs and lean dancer’s frame; and a timeless black set with a padded bra and high-waisted shorts for both style and support. The photography captures Bychkova in dynamic, dance-inspired scenes that showcase both her technique and the label’s breathable designs.
Step One, the Australian-born label founded by entrepreneur Greg Taylor in 2017, has positioned itself at the intersection of sustainability and comfort. The brand produces underwear for men and women from organically grown bamboo viscose and emphasizes anti-chafe technology, sweat-wicking properties and UltraGlyde panels to prevent ride-up, aiming to keep wearers feeling fresh and confident throughout daily activity. Bychkova’s appearance is presented as a natural fit for Step One’s ethos of empowerment and elegance, blending the dancer’s signature sparkle with the label’s focus on feel-good fashion.
The shoot took place in settings designed to reflect movement and strength, aligning with Bychkova’s public image as a performer who prioritizes fit and function in addition to style. The visuals underscore a broader industry trend toward sustainable materials paired with high-performance comfort, appealing to fans of dance, fitness and fashion alike.
The release of the campaign comes amid Bychkova’s personal news cycle. She has publicly discussed moving away from dating apps following her split from fellow Strictly professional Kai Widdrington in June 2024. The couple has since been widely reported to have ended their relationship, with subsequent appearances illustrating that both individuals have moved on in different directions. In interviews and public appearances, Bychkova has described preferring in-person conversations and more organic connections over online swiping, underscoring a shift in how she approaches dating amid a high-profile career.
Kai Widdrington has since appeared publicly with new partner Chloe Wells, with reports suggesting the couple is growing closer and could consider living arrangements together in the future. While Bychkova has kept her dating life relatively private, she has been open about maintaining a sense of balance as she continues with professional commitments on Strictly Come Dancing and other projects.
Earlier this week, Bychkova also attended a launch event at the Saatchi Gallery in Chelsea, London, for Neer, a new social networking app aimed at fostering meaningful, in-person connections. Speaking at the event, she reiterated her view that conversations matter more than online swiping and emphasized the importance of authentic exchanges in busy lives.
Overall, the Step One campaign with Bychkova reinforces a trend in culture and entertainment toward combining performance-ready aesthetics with sustainable materials and practical design. It also places the spotlight on a television figure who continues to navigate a high-profile career while prioritizing comfort, empowerment and personal well-being in both her professional and personal life.