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.

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.”

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.

“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.