About the underargument
We believe in the power of individuality
Maïna, the founder
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“Individuality fuels our purpose, but in a world that fears differences, it can feel easier to fit in than to stand for our uniqueness and argue against the norm.
Although the underargument shop has closed, its message remains through the anticasting stories still live on the site. This brand was created to remind ourselves to always embrace authenticity so we can find our vision, fulfil our purpose, and simply live our best lives.”
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Play on word with undergarment and argument, the underargument advocated the power of individuality and arguing against the norm.
As I used to say, the world did not need a new lingerie brand. But using a product that's so close to our skin as a medium to remind us daily to embrace everything that is us made a lot of sense to me.
This is how in 2015, I set to start a platform that would be both a content site sharing authentic inclusive stories and an empowering lingerie brand.
Each collection (the first one came out in 2018) was an argument against the norm. Each lingerie piece was named and labelled after an empowering quote to remind the wearer to embrace their individuality.
These underarguments came to life through the collections but also through the stories of the women who vulnerably volunteered to share their life experiences and shoot with us through the anti-casting.
All the women featured on the site were selected for the story they chose to share with us, we selected these before we knew what the women looked like (we only met them on shoot day) and without asking for their size or measurements (see our anti-casting page for more information).
Lingerie used to and still has an empowering and therapeutic effect on me. I'm hoping that the underargument, both through the lingerie and the content shared, took you on a journey that had the same beneficial effects on you. If you're only getting to know us now, after we've closed, I hope the anti-casting stories still live on the site inspire you as much as they have me. I hope that through embracing your individuality, you find and fulfil your purpose because the world needs your unique gifts to become a better place.