Feminist lingerie brand Neon Moon has already made headlines for its body positive ad campaigns and now the brand is gaining even more attention for its new number-free sizing system. Instead of measurement-specific sizes, this company categorizes items based on positive descriptors that turn the process of shopping for underwear into an act of self-love.
As part of an effort to move in a more body positive direction, Neon Moon has dropped its traditional sizing system. Instead, the brand allows consumers to measure themselves and then select items according to complimentary descriptors such as 'lovely,' 'beautiful' and gorgeous.' As the site clearly explains, "Measuring your body is a mindful and body positive process. Your self worth is not defined by any number on a measuring tape."
Neon Moon's new sizing guide demonstrates the growing demand for body positive retail practices and the move towards size inclusivity.