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From the beginning of time, women have been told to get out of their comfort zones and do something that little more risky to become their best selves. Funnily, this applies to the way that they are told to dress too.


But thanks in part to contemporary feminism women are saying goodbye to feeling uncomfortable, including their choice of underwear.

Magic happens inside your comfort zone.

The Idea
To bring to light the amazing things that women achieve whilst being comfortable, in themselves and what they are wearing.