The empowering lingerie brand, the underargument, creates “wearable reminders” advocating the power of individuality.
The brand launched its first collection “For awesome // Against perfect” in 2018, a message that would introduce the brand’s belief in “arguing against the norm”. Each collection is a new argument against conformist mindsets and each lingerie piece is named and labelled after an empowering quote to remind the wearer to embrace their individuality.
The brand’s on-going “anti-casting” is a testament of its advocacy for the exposure of more diversity whilst pointing the finger at the all too common tokenism marketing practices. Each woman featured by the brand is selected for the empowering message they contribute to each underargument and wish to share with other women. The brand selects women based on the story they share without knowing about their looks, race, age, measurements, abilities etc.
Part content site and part lingerie brand, the underargument, both through the lingerie and the content shared, takes women on a journey of acceptance to help them find and embrace their purpose.
The 20/21 collections are inspired by boldness and authenticity. These empowering sentiments are translated in designs that play with contrasts between the bold luxury of statement velvet elastics and the sheerness of the Italian tulles and French embroideries.
From made in Europe (France, Italy, Switzerland) embroideries and materials through to reusable labels (the labels on the product are made to be reused as bookmarks) or from paper only packaging to using a factory invested in creating educational programs in Madagascar where the brand produces, everything the brand produces aims to have purpose and meaning.