Dozens of people went topless to beaches in Auckland and Wellington yesterday to protest the sexualisation of women's nipples and gender inequality generally.
About 40 people - 70 percent women - turned out to Free the Nipple at Mission Bay in Auckland, while about 30, mostly women, were at the event at Wellington's central beach, Oriental Bay.
The movement was founded by US filmmaker Lina Esco as part of her documentary of the same name.
It has been making waves around the world, and celebrities including Miley Cyrus and Australian actor Ruby Rose have publically backed it.
Free the Nipple events have been held in New Zealand over the past couple of years, garnering more support in time.
One of the Auckland organisers of yesterday's event, Andrew Rose, said the idea was to desexualise women's chests.
And more widely, it aimed to encourage debate about feminism and inequality.
"Nipples are often seen in a sexual context; a part of the idea of a woman's body being a sexual object.
"We want to change that."
Mission Bay beach is popular with tourists and locals alike, and it appeared the protest caused some bafflement among the crowds who thronged to the beach on a scorcher Saturday.
While the events were hosted at public beaches to raise attention, organisers shooed away some of those taking photos.
Rose said they hoped to have more events at different beaches in the Auckland region over summer.
Rose welcomed more men to take part as it was men who continually perpetuated the cycle of sexualising women's bodies.
The next event would likely be at Takapuna Beach on January 14.
