Bok Goodall and Winn Austin are working on the development of a lingerie and solutions brand Ms A London, designed and developed for transgender women and gender non-binary individuals presenting as female. The Ms A launch collection focuses on a tight collection of solutions pieces that are tailored to fit in a way that has not been done before.
Despite the delays caused by the global pandemic that continue to push the launch back, luxury lingerie brand and retailer Journelle are already confirmed to be the first stockist of Ms A London. Bok was introduced to Guido Campello late last year and was quickly aware of the synergy between MS A and the fully inclusive ethos of Journelle. The retailer will stock the MS A London collection in their boutiques and online as soon as it launches and there is also the potential of brand collaboration in the future.
Guido Campello, Co-CEO of Journelle, said: “At Journelle, we strive to create visibility and inclusivity for everyone. The priority at Journelle is to create a safe space for our lingerie lovers to explore the world of intimates – somewhere they feel understood and catered to, so they can embrace the joys of designing a beautiful lingerie wardrobe. We are excited to launch Transgender-inclusive lingerie line Ms. A at Journelle later this year.”
The development of sizing for the brand has led the team to pioneering a research and development project to create the first global sizing standard for this community. The sizing standard research and development is being carried out under the name My Size. The non-profit organisation aims to create visibility and inclusivity through fashion and the team are in discussion with The BSI to make this a truly global standard.
Guido is fully behind the creation of the sizing standard and will work with the My Size team in getting the research off the ground. “I applaud the efforts of My Size, a UK-based non-profit organisation that is building the first global sizing standard for Transgender women.”
“I am humbled by the support Guido and his team have shown our concept,” said Bok Goodall. “To have the backing of such well respected and innovative brands is incredible, and Ms A launching into Journelle is the cherry on the icing on the cake! The visibility the alliance with Journelle will bring to the initiative is immeasurable, and I hope the rest of the fashion industry will take note and realise this sizing standard is an addition to existing sizing that needs to happen.”
“We are so grateful for the support shown by the UK lingerie industry, with brands Something Wicked and Ihuoma cheerleading for us always, and for the incredible belief and support shown to us by Inspire Intimates who are working hand in hand with us to make this possible. Thank you,” Bok adds.
Bok and Winn were recently interviewed by the BBC, alongside Inspire Intimates Technical Director Judith Flagg. The team discuss Ms A London and the development of the sizing standard. The piece will be broadcast later this month.
To help create fashion history please visit https://www.mysize.org.uk and for further information on how to collaborate, support, and stock Ms A London please get in touch through https://www.msalondon.com.
