jpeg undiesMe and You

As a feminist shopper, sometimes you want to put your money where your mouth is. Or, your booty. Luckily, a number of designers are making lingerie with the female gaze in mind.

lonelyLonely
One such artisan is New Zealander Helene Morris, who launched Lonely in 2009 because she “wanted to take away all expectations of how you ‘should’ look” in lingerie. High-waisted undies and strappy bras Broad City’s Ilana would happily rock take the place of thongs and push-ups. Now the brand has a team of 26 “kickass females” who have also created the Lonely Girls Project—photos of non-model women wearing Lonely lingerie, sans Photoshop.

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neonmoonNeon Moon

London-based line Neon Moon also has a strict no Photoshop policy and showcases the female body in all its glory—cellulite, stretch marks, and acne included. “I wanted to see myself reflected as a woman of color and see a more inclusive, body-positive lingerie brand,” says founder Hayat Rachi, who now sells super soft triangle bras, bralets, and briefs.

20Me and You 

BFFs Mayan Toledano and Julia Baylis make the sexiest granny panties evs for their New York-based line Me and You. And just so there’s no confusion, “Feminist” is emblazoned right across the soft, cotton ass.

dearkate copyDear Kate

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Another New York line, Dear Kate, founded by chemical engineer Julie Sygiel, takes that comfy, inclusive ethos to the next level: their undies—which range from fancy to sporty—are period proofed with a special lining and stain-resistant fabric, so you can say goodbye to bloody surprises. And, says Sygiel, their lookbooks are full of women they “admire because of who they are and what they do, rather than simply how they look.”


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By Lisa Butterworth

This originally appeared in the February/March print edition of BUST Magazine. Subscribe today

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