New independent underwear brand Fruity Booty is made for women who want more choice. Humorous and approachable, Fruity Booty wants to shift the underwear binary from the only options of Sex Kitten or Plain Jane, instead providing women with intimates that mirror their tastes. From campaigns to designs, production and fabrics, the brand is committed to changing the focus in the undergarments game — from mass produced Porn Star realness to cool, female focused and ethically made designs.
“There’s a lack of innovation in the underwear on offer, especially in comparison to the huge range of clothes out there. We were tired of lingerie brands telling women they can either be sexy or mumsy, and nothing in between,” said Fruity Booty founders Minna Bunting and Hattie Tennant. Designed, instead, for women who want underwear which is an extension of their personal style, starting with designs which flaunt and flatter the wearer. “We’re not about push-ups and suck-ins, we’re about dressing, and celebrating, the body you have,” the duo adds.
From mesh to light lace, in exciting colours and shapes, the brand aims to breathe an air of today into women’s knicker drawers, making their underwear as fashionable as their outerwear. “We want to de-sexualise all of our imagery too, removing the male gaze, making this an underwear brand by women for women. Our first campaign, instead, shows a girl in the garden, un-retouched, shot on film, with no editing whatsoever — a mirror never lies, and neither should an underwear campaign.”