These Neon Moon Lingerie Ads Highlight Women’s Beautiful “Flaws”

While lingerie‘s practical purpose is to cover your private bits, one company is using bras and underwear to send a powerful message. The British feminist lingerie brand Neon Moon is on a mission to diversify the idea of what people should look like in lingerie, and their new ad campaign shows that it’s a pretty awesome goal. “Neon Moon brings diversity and empowerment to the table in a very unapologetic way, and I am proud of that,” Hayat Rachi, CEO and founder of Neon Moon, tells SELF. 

Rachi created Neon Moon because she thought there was space for a new kind of lingerie company.

“Our purpose is to make women and LGBTQ+ people feel amazing and beautiful just as they are,” says Rachi. That means foregoing Photoshop or altering the models’ bodies in any way. 

Neon Moon wants to challenge the emphasis on having a “perfect” body.

Rachi’s take on how lingerie should fit is delightful. “We design our lingerie so the woman creates the shape of the garment and not the opposite, so it’s very body-positive,” she says. Everyone needs bras and underwear, no matter what they look like. It makes perfect sense to create garments that make anyone who wears them feel both physically and mentally comfortable. 

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