Feminist Launches ‘Non Sexy’ Lingerie Brand


Feminist Hayat Rachi says she’s fed up with lingerie that objectifies and sexualizes the female body and is launching a brand of more conservative lingerie, to counter the issue, with the help of a Kickstarter campaign.

Rachi’s Neon Moon collection plans to release its first line, titled Mon Dieo, soon, which is free of wiring or cleavage boosting padding and is designed for women of all body types, “including women who embrace pubic, leg and underarm hair.”

In other words, Neon Moon will be about as risqué as it sounds.

“Instead of succumbing to the body shaming, sexualized and objectifying lingerie on the market, I used my frustration to start my own brand,” Rachi explains on the fundraising site.

“Not everything is about being sexy or being objectified for the male gaze,” she continued. “I found it difficult to find a lingerie brand that shared the same ethos as myself: empowerment, body confidence and the non-objectification of women.”

The new line of undergarments, which has antibacterial properties, is fashioned strictly from sustainable bamboo fabric, because lace and satin mold to the wearer’s body, which might highlight curves.

Rachi hand picked her models for the brand, women who sport healthier and natural bodies, she said, rather than standard fashion models.

Her underwear styles are named with “Francophile sounding words, calling them: Coucou, Bof, Tac-Tac and Non.”
“They are really vibrant and fun words to pronounce, which works well with the vibrant colors of the bras and knickers,” she said.

Rachi’s Kickstarter campaign ends on April 10, but has already garnered 181 backers and exceeded her $5,000 goal.

New Moon will revolutionize the underwear world by being a “body-positive, feminist lingerie brand.”

“I am absolutely elated with the result. I genuinely couldn’t fathom reaching the $5,000 goal with 18 days left,” she said. “I have been so blessed by the support received from women, men, transgender and non-binary people’s generosity.”

Actress Zooey Deschanel helped by sharing an article of the lingerie brand with her six million followers on Facebook, adding more buzz to the collection, reports The Daily Mail.

Rachi believes her fundraising goals were met so quickly because people agree that women are objectified by the lingerie industry. Additionally, Rachi aims to make her product affordable to the majority and has priced her collection accordingly.

According to her: “Feminist lingerie is not a privilege, it’s a right.”


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