The Underargument
Playing on words with undergarment and argument, the underargument advocates the power of individuality and arguing against the norm.
As the founder, Maïna Cissé often says, the world did not need a new lingerie brand. 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 her.
This is how in 2015, she 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) is an argument against the norm. Each lingerie piece is named and labelled after an empowering quote to remind the wearer to embrace their individuality.
These underarguments come to life through the collections but also through the stories of the women who vulnerably volunteer to share their life experience.
Lingerie used to and still has an empowering and therapeutic effect on the desiner. She hopes that the underargument, both through the lingerie and the content shared, will take you on a journey that will have the same beneficial effects on you. Hopefully, through embracing your individuality, you find and fulfill your purpose because the world needs your unique gifts to become a better place.
Read more of Maïna's insightful vision and more about the brand on our blog, here.