The Underargument is a play on word with undergarment and argument. The brand launched their first collection in 2018 and since then each collection is an argument against the norm. The lingerie pieces are named and labelled after an empowering quote to remind the wearer to embrace their individuality.
The underarguments come to life through the collections but also through the stories of the women who share their life experience and model the brands pieces. All the women that show the lingerie have been selected for the story they chose to share, before knowing what the women look like. The brand herewith showcases different types of women. Not because it's a marketing strategy but simply from the believe that this is how it should be.