A play on word with undergarment and argument, this brand advocates the power of individuality and arguing against the norm. Using premium European materials, each luxury collection represents an argument against the norm and each statement lingerie piece is named and labelled after an empowering quote to remind the wearer to embrace their individuality.
The brand practices what they branded "anti-castings". The concept invites women to share a story inspired by one of the brand's themes, no photos or measurements are requested and they meet the brand for the first time on the day of the shoot. This is a representation of the brand's commitment never to define diversity and to bring the focus on women experiences more than their bodies.