Underdays is a Line of Intimates for a New Generation of Women
Katherine Pendrill — December 20, 2021 — Fashion
References: theunderdays & hypebae
Underdays is on a mission to give a new generation of women the underwear they've been looking for.
Underdays was founded by ex-Farfetch employees Oria Mackenzie and Amelie Salas, who were disappointed by the current underwear options available. As a result, Mackenzie and Salas sought to create a lineup of more inclusive underwear inspired by Calvin Klein’s edgy ’90s campaigns. The result is a brand that lets women define what sexy means to them (rather than letting a lingerie company dictate what it means), with three different categories of options: The Everyday style, The Workout thong, and The Lingerie sheer mesh option.
Beyond creating more inclusive underwear, the brand also aims to support local communities. Underdays partners with Good Period, which is an organization that strives to create positive conversations around menstruation and provide sanitary products to those in need.
Image Credit: Margane Lay
Underdays was founded by ex-Farfetch employees Oria Mackenzie and Amelie Salas, who were disappointed by the current underwear options available. As a result, Mackenzie and Salas sought to create a lineup of more inclusive underwear inspired by Calvin Klein’s edgy ’90s campaigns. The result is a brand that lets women define what sexy means to them (rather than letting a lingerie company dictate what it means), with three different categories of options: The Everyday style, The Workout thong, and The Lingerie sheer mesh option.
Beyond creating more inclusive underwear, the brand also aims to support local communities. Underdays partners with Good Period, which is an organization that strives to create positive conversations around menstruation and provide sanitary products to those in need.
Image Credit: Margane Lay
Trend Themes
1. Inclusive Intimates - There is a growing demand for underwear options that are representative of all body types and sizes, presenting an opportunity for brands to prioritize inclusivity in their designs.
2. Community-centric Branding - Consumers are looking for brands that prioritize community involvement and social impact, making it important for companies to consider partnering with organizations and initiatives that align with their values.
3. Empowerment Marketing - Brands that let individuals define their own interpretation of concepts like 'sexy' or 'feminine' through their product offerings and messaging can appeal to consumers looking to express their personal identities through their purchases.
Industry Implications
1. Fashion - Fashion brands, particularly those focused on lingerie and intimates, can look to prioritize inclusive sizing and representation in their designs and marketing to appeal to consumers seeking more diverse and empowering options.
2. Social Impact - Organizations focused on supporting local communities and social causes can partner with brands to create mutually beneficial initiatives that promote positive change and increase brand loyalty and reputation.
3. Marketing and Advertising - Marketing professionals can explore opportunities for empowering and community-driven messaging and campaigns that prioritize individual self-expression and support social causes and organizations.
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