Feminist brand vows to shake up the lingerie world

A feminist lingerie designer said she has launched a fundraising campaign to fund the production of a debut collection that “will revolutionise an industry known for objectifying women”.

Hayat Rachi, founder of Neon Moon, plans to raise £5000 through Kickstarter to launch her ‘Mon Dieu’ collection of soft cup bras and knickers.

To support the campaign, and to promote a positive body image, she has released a series of images featuring models with cellulite, stretch marks, acne and body hair in unretouched photos.

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“We want to shock the lingerie industry and work with the people who reflect what women’s bodies really look like,” she explained.

“Girls should not have to question why they look a certain way or feel that they have to conform to society’s pressures. It’s important for girls to not compare themselves to unachievable standards of ‘beauty’. Rather, they need to reclaim the right to their bodies and decide how it should look for them and not for others.”

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