Long gone are the days when lingerie had the primary function of attracting the male gaze. In 2019, sisters are doing it for themselves, creating underthings that support, enhance and delight the wearer. Here are nine female-led lingerie brands that put women first.
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Designer Helene Morris describes her line as a collection “For women who wear lingerie as a love letter to themselves.” Based in New Zealand, Lonely is a body-positive label that finds inspiration in its customers. To celebrate its wearers around the world, Morris launched the Lonely Girls Project, an online photo journal featuring women wearing Lonely in their own way—breastfeeding, lounging with friends and enjoying time alone, of course.
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