Introducing the underargument, the black female-owned lingerie brand that’s championing diversity and empowerment by casting real womxn with real, relatable stories. The underargument refers to what makes us under the surface, beyond our physical traits, and womxn were selected to model through a blind-casting whereby they submit their stories rather than photos or measurements.
Founded by Maïna Cissé and developed with the help of manufacturer Intimate Apparel Samples, the underargument aims to be more than just a lingerie brand, but also a platform for positive social change. “As I often say, the world did not need a new lingerie brand,” she says. “But using a product that’s so close to our skin as a medium reminding us daily to embrace everything that is us made a lot of sense to me.”
Each collection is set out to encourage the wearer to embrace their individuality and question the status quo. From “no.2 For identity // Against stereotypes” to “no.4 For sexy // Against sexism”, the themes are then represented by real womxn whose stories relate to one of the collections’ theme. The brand name itself is a play on the words, ‘undergarment’ and ‘argument’, with each collection advocating an argument against the norm.
The underargument invites womxn from all walks of life to take part in their anti-casting – to bravely share their naked truths. To represent all the delightfully diverse mindsets, ideas and experiences – the ones that make us all unique.
