Lingerie Brand Ditches Conventional Sizing For Body Positive Adjectives

body positive
Neon Moon's underwear is beautiful in many ways, just like their customers (Neon Moon)

It’s a truth universally acknowledged (or at least, it damn well should be) that every woman is beautiful no matter her size.

Which is why we’re overjoyed to see a little-known feminist lingerie brand making big steps in the confusing, frustrating and often upsetting world of body image by introducing a fabulous new sizing system for its bras and pants.

Gone are those silly numbers that rarely mean the same thing across the board anyway (hands up who’s been a 10 in one shop and a 14 in another), replaced instead with phrases intended to make us feel better about our bodies.

Goodbye 6-8, 10-12, 14-16, 18-20 and 22-24. Goodbye, XS to XL. Hello Lovely, Gorgeous, Beautiful, Fabulous and Stunning.

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Hayat Rachi, founder of Neon Moon, told Bustle that she was fed up of shoppers being “reduced down to a mere number on a measuring tape”.

“We recognise that so much pressure is placed on people to fit a certain size, a certain norm,” she said. “But why not compliment yourself and say, ‘Hell yeah I’m a size Beautiful!’ rather than judge yourself on whether you’ve gained or lost inches. It’s about having fun in a body positive way.”

OMG it's a regram of @omgkenzieee aka Kenzie Brenna trying on our FREE Body Positive Measuring Tape by @strutbymic!😍 Amazingggg! Have you ordered yours yet? @strutbymic says: Last week, lingerie brand @NeonMoonCo launched a custom (and free) measuring tape. Instead of numbers, there are compliments, like "size stunning" or "size lovely." But how does that translate to numbers? Well, on Neon Moon's website, it doesn't. Rather than have numerical sizes, or something like XXL and XXXL, the brand opted more than a year ago to stick with named sizes instead. "Some people are triggered by measuring themselves," the brand’s founder Hayat Rachi told @Mic in an interview. "Neon Moon as a brand loves to compliment women and see beauty in all shapes and sizes, and therefore all our sizes are compliments." So, we asked our friend @omgKenzieee to try it out firsthand when she stopped by our office last week. The verdict? SHE LOVED IT.🙏🙏🙏

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If you need more reasons to make Neon Moon your new favourite undies brand, they’re Photoshop-free, sweatshop-free, sexualisation-free and objectification-free to boot.

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“Women deserve to be seen and represented as they are, in all their natural beauty,” reads a message on their website.

“When stretch marks, body hair, cellulite, scars, freckles and acne would usually be retouched away, Neon Moon embraces them. It is exactly those that make a woman beautiful to us.”

Find out more about their awesome ethos here.