Neon Moon’s Lingerie Campaign Fights Body Shaming and Transphobia

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.


Kitty, Jilly, Hayat and Annie.

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.


Jilly in the non! bra and coucou! knicker.

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!”


Annie in the tactac! bra.

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.

For more, check out #IAmNeonMoon and

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Laura Mandanas

Laura Mandanas is a Filipina American living in Boston. By day, she works as an industrial engineer. By night, she is beautiful and terrible as the morn, treacherous as the seas, stronger than the foundations of the Earth. All shall love her and despair. Follow her: @LauraMWrites.

Laura has written 210 articles for us.


  1. “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!”

    I love that! And they’ve got some cute–and not ridiculously priced–lingerie, how awesome!

  2. I usually don’t wear bras at all. The only bra I have is a bralette that I got to wear under my scissoring muscle tank (Thank you, Autostraddle). But I was literally just thinking today, “I think I want to get a bra to wear under my work shirt” and BAM! Perfect! I’m ordering one tonight. Thanks for introducing me to another awesome brand!

    • Yeah, they should, and I hope you all write and ask them to, even offer to be added to a plus line kickstarter mailing list. But they are a new business, and there are cost/time/skill-related patterning issues (lingerie addict and lingerie lesbian have written about it). It’s an issue with both larger band sizes and smaller band sizes (particularly with larger cup sizes), or any larger cup size at any band size. Actually, just saying “plus size” doesn’t even really capture the complexity of product line and sizing issues in lingerie.

      • Which would make absolute sense if they sold bras with band and cup sizes, but they don’t. They sell stretchy bralettes. Also the panties, the single style they have, stops at like a 40-41 inch hip or something.

    • Good point. That wasn’t immediately obvious to me when I reviewed the website (because they company uses cute names instead of the usual S/M/L), but you’re totally right.

      I’ve reached out to Neon Moon for comment.

  3. So Neon Moon is not really helping out trans folk! They’re stealing from trans author’s and then refusing to communicate with, blocking from their page, and deleting the comments of trans women. Neon Moon is trying to profit off of using a trans model without actually being critically inclusive and caring, and that is just not okay. More info here:…/

    Also questionable language on their website, like always making a distinction between “women” and “trans women”.

    Autostraddle you should seriously delete this article and write a critique of the company instead.

  4. The actual underwear is so unsupportive, uninspired, and frankly lazy it ruins the effect of the advertising. I’ll just have to stick to my “body shaming” VS love, because memory foam.

    • With you on the insipid. Also, I can think of other niche “body positive” lingerie lines I would actually find attractive. It’s a beginning line, but it could be… interesting? suggestive of good things to come?

  5. Okay, wow. So I was joking about my “body shaming” VS love. Well I actually do love VS.

    But this brands sizing makes VS look inclusive, seriously. “Beautiful”, “Gorgeous”, and “Lovely” may sound nice on the surface, as alternatives to traditional sizing, but I think it covers up the fact that they really only carry a US XS, S, and M. They don’t even carry a US L! An Asian L and maybe European L, but certainly not a standard US L.

    To stop at a M, is something you’d expect from Triangl Swimwear, not a “feminist” organization. Autostraddle, I think you messed up.

    *I could understand if they were catering to petites or any particular market really, but they carry simple bralettes and have no reason to only have three sizes.*

    • I love the idea behind this brand, and I love the diversity of their models. However, the products seem really expensive given the simplicity of the design and the limited size range being offered.

      45 pounds (about $68.00) is a lot of money for a simple triangle bra, and more than many queer and/or trans women can afford. Mainstream companies like Hanes offer similar products, but with plus size options and for under $20.00. If it’s important to you that a product be made in the USA or UK, you’re going to pay a little bit more, but there are still many options below $68.00.

      I understand that a small company has to charge more to survive, and I don’t think the price is crazy considering that the garments are handmade. However, I’d personally have to be more impressed with the product before I’d shell out that kind of money for a bralet or a pair of panties.

      • And the fact that the company appears to be deleting criticsm and used a trans writers work without her permission is seriously concerning as well. I have to say I’d give this brand a miss for now.

  6. Ok but £20 for a simple pair of underpants and £30-£40 for relatively basic bralettes is quite pricey even for a handmade product. You can find handmade bralettes on Etsy for half the price of these and a lot of them are heaps cuter and come in more sizes.

  7. They treated Amy Walker my managing editor awfully. They actually stole her article.
    Neon Moon published an interview she did with their president, editing out anything that could be construed as remotely objective without even as much as giving her one iota of credit or a single link to Planet Transgender.

    I know Amy. She said she approached them tactfully and asked them to source her article then that’s what she did.

    Neon Moon then blocked her on Twitter and when I asked them for information they blocked Planet Transgender as well.

    Can I prove this? Well, I am not getting sued for slander because, well we have screen shots.

    There is a huge difference between being a commercial opportunist and ally.

    Kelli Busey
    Founder, editor in chief, Planet Transgender.

    • Thanks for commenting, Kelli. That’s incredibly disappointing to hear. I’ve added a link to Planet Transgender’s coverage and reached out to Neon Moon for comment.

    • After reading the screengrab of the original “offending” question and the CEO’s response, I just don’t get it. Like the question the CEO refused to answer is not a hard question to answer. The answer writes itself! Just go, “that’s a really good point. I think there are big differences between a beer, which obviously has no relation to gender/bodies/etc, and underwear, where it’s important that every woman be able to wear items that make them feel comfortable, beautiful, and empowered. That’s our goal.” BOOM. Done.

      And then for heaven’s sakes, when you post the interview on your blog, link to and credit the original. It’s just not that hard to not be a horrible person. And yet.

  8. Update: Neon Moon replied that they will be releasing an official response sometime this week. I’ll let you know more when I receive it.

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