Are you sick and tired of being attractive? Does the idea of having a fulfilling love life not appeal to you in any way? Are you always wondering why more underwear designers aren’t willing to accommodate the unruly body hair that accompanies your firm commitment to your feminist ideas?
Well, your time has come, underserved ladies of the Internet. Thanks to the generousity of the Internet, if you face these and other feminism-related problems where your lingerie is concerned, there’s now a company that has you covered. Literally. It’s called “Neon Moon,” and it makes underthings that are designed to bring out your inner Gender Studies major: by which I mean they are specifically designed without any real support or purpose, other than to be unattractive to men.
Rather than burning her bra, an entrepreneur fed up with ‘sexualised’ underwear in stores was inspired to design her own range that suited her feminist ideals.
Hayat Rachi used her life’s savings to found British lingerie brand Neon Moon to provide stylish underwear for women of all shapes and sizes.
The first collection, called Mon Dieu offers simple, sporty-looking sets which are free from cleavage-boosting padding or wiring.
The lingerie – which comes in chartreuse, orange and black – is made from sustainable bamboo fabric rather than lace and satin because it moulds to the wearer’s body, and has antibacterial properties.
On her fundraising Kickstarter page Rachi wrote: ‘Not everything is about being sexy or being objectified for the male gaze.’
Explaining why she felt driven to design the line, she said: ‘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.’
“Stylish” is stretching it. The underwear looks and, apparently, performs much as any sports bra that you pick up from a department store would. In fact, there’s really nothing about the underwear, to speak of, that makes it any different from products already available on the market, except that it’s deliberately designed to be ugly. It does, at least, succeed in that respect.
They do fail in a few key regions, however. One, the creator assumes that padding, wiring and general boob-related technology is somehow specifically designed for the male gaze, and not there because women aren’t interested in poking someone’s eye out in cold weather, or, worse, having their bosoms fall below their knees, and that most underwear is made of satin and lace not because those are comfortable, but because that’s the way men like their women to dress. Feeling sexy and attractive is, itself, empowering. Or, at least, feeling like I’m not going to knock someone senseless from a quick turnaround is comforting, which is empowering.
The other failure comes in their commitment to “normal” sizes. The largest size the underwear comes in is a UK size 12 – 14, which is an American size 10 – 12, and the average dress size for American women is a 14. So, in case you were wondering, you’re only normal, as defined by feminists, if you’re below the average size of an American woman. And as for us skinnies? Well, we’re out too. Apparently, our “thin privilege” prevents us from taking part in feminist panty shopping.
As for the final straw, well, it seems that these women don’t truly understand men, or, for that matter, have ever met an actual man. You don’t need to dress like Dita Von Teese to make sure a man finds you attractive. I suspect some of this underwear will do just fine. Which probably defeats the purpose.
I suppose the last thing I should be trying to talk to someone making “feminist underwear” is sense. I’m sure they’ll sell and capitalism is a beautiful thing. Unlike the underwear.