KITCHEN
The Feminist lingerie that celebrates the female body!
Underwear that celebrates the diversity and beauty of the female body, this is the beautiful idea behind the feminist lingerie brand ‘Neon Moon’!
Hayat Rachi is a British Moroccan woman based in London. She had trouble finding a lingerie brand in line with her philosophy. Her philosophy? "Body-positivity and no sexualisation or objectification". So she did what (almost) anyone would do. She created her own line of underwear, Neon Moon. With the support of Prince’s Trust, a charity who "helped her with her business plan, the funding and gave her advices."
With a team composed exclusively of strong women (who work voluntary) that she realised her project. To design comfortable underwear that enhance the body naturally.
But what exactly is feminist lingerie?
"Feminist lingerie for Neon Moon is using unretouched photographs, highlighting cellulite, stretch marks, acne, freckles, scars, underarm hair, leg hair, pubic hair and other aspects of girls that are usually retouched away. Neon Moon is a feminist lingerie brand as it’s empowering women to be successful, be equal and also to embrace their bodies as it’s reflected by Neon Moon models. Neon Moon perpetuates body-positivity to girls to be more than just the physical, but to be successful in whatever way they define it!"
She goes on to explain that it is because of her frustration that she was able to create her lingerie line: "Around the time I set up Neon Moon I was really frustrated with the big lingerie brands perpetuating pressure, sexualisation and objectification of girls with their retouched one dimensional standard of ‘beauty’. I couldn’t find any lingerie brand that I could affiliate with, that appreciates girls bodies but also see girls as more beyond that – successes and leaders of tomorrow". Feminist underwear is not a privilege but a right!
The designer also conducted a market survey to meet the expectations of consumers, that is to say, represent women of all sizes, ethnicities and body types. "Neon Moon, it is also using people of colour as the models, as there is a significant lack of diversity within the lingerie industry."
Hayat Rachi also asked the models a week ahead of the photoshoot, not to wax to appear as natural as possible in the pictures. "It’s shaven away doesn’t deny the fact that every single girl has hair grow under her arms, on her legs, and also pubic region. I want to highlight that girls have the absolute right to their own body. Just because society says to look one way it doesn’t mean it’s compulsory. Every girl has the right to her body, and Neon Moon wants to highlight that a girls happiness doesn’t rely on her shaving."
Moreover, the models are represented in quite ‘normal’ positions so whether reading a book or in the middle if a girl talk. We are far from sulphurous and sexy poses seen in other brands.
All pieces are manufactured in the UK. For her first collection named ‘Mon Dieu’, she used bamboo fibres that adapts to the shape of the body without all the superficial accessories such as push-ups or padding. A choice she justifies by explaining that women have to please themselves first. And that we should not "be compared to the unrealistic standards of beauty, neither meet the criteria of the male gaze".
Hayat Rachi hopes to quickly develop her brand to also meet the needs of plus size women. Currently these underwear are available in sizes S, M and L. The bras come with a set of black suspenders; they will also be larger and therefore more comfortable for larger breasts.
One thing is sure, it's good to see natural women with hair, wrinkles and cellulite. Women who look like us and do not seem to have spent half their day at the hair salon and beautician.
To support Neon Moon, you can participate by visiting the KickStarter page of the brand.
