Note: Since this article was originally posted, it has come to our attention that Neon Moon only carries up to a size large, which is not especially body-positive. You should also read this article at Planet Transgender about an unauthorized re-publication, among other things.
Here’s Neon Moon’s response.
Feminist lingerie brand Neon Moon recently launched #IAmNeonMoon, an advertising campaign intended to fight body shaming and transphobia. The campaign was launched partially in response to online attacks against new Neon Moon model Kitty.
“The whole reason I became a model is so that women who look like me don’t feel so bad and terrible about themselves,” said Kitty, who is an actress, TV presenter and ‘inbetweenie’ plus size model. “The message I have for all women out there is that there are always going to be body shamers. What’s important is that you’re an amazing beautiful entity and so what if people don’t like it! Please believe me, there is no reason to feel down about yourself because if you’re confident and love yourself, no-one can get to you. Fuck them body shamers!”
The campaign also features transgender model Jilly, a business owner and lingerie blogger. She volunteered as a model while chatting with Neon Moon’s owner on Twitter. “What motivated me? I guess it was a dream realized,” said Jilly. “I’ve been writing, reviewing and marketing lingerie for some years and it had been a dream to be a lingerie model. Maybe it was a pipe dream. What lingerie company wants to use a 49 year-old man as its face of the brand? Its unrealistic nature made it seem an ideal thing to strive for (bizarre, I know). So the motivation was a personal desire fulfilled.”
Jilly views her participation in the campaign as a continuation of her ongoing journey for acceptance and comfortability. Outside of her interests in the lingerie world, she also works with Transagenda, a trans rights and support organization.
Neon Moon founder Hayat Rachi shared, “I designed Neon Moon’s first collection, Mon Dieu, so that a woman creates the shape of the garment and not the other way around. It is body positive so if someone’s weight fluctuates for any reason their Neon Moon feminist lingerie adapts to them!” She related this to Neon Moon’s name, saying, “The moon goes through so many phases during a month, from crescent shaped to a full moon, whilst always remaining the same celestial being. I like to think women are similar. We can fluctuate in the shape and size of our boobs and bums, whilst always remaining the same person!”
Neon Moon is a start-up that was created in 2014 with the help of London charity The Prince’s Trust and funding via Kickstarter. The brand has a 100% “No Photoshop” policy, and takes pride in showcasing natural attributes such as body hair, cellulite, stretch marks, scars and freckles. Neon Moon will be launching an exclusive limited collection for Christmas, so keep an eye out.