Rather than burning her bra , an entrepreneur fed up with 'sexualised ' underwear in stores was inspired to design her own range that suited her feminist ideals . Hayat Rachi used her life 's savings to found British lingerie brand Neon Moon to provide stylish underwear for women of all shapes and sizes . The first collection , called Mon Dieu offers simple , sporty-looking sets which are free from cleavage-boosting padding or wiring . Designer Hayat Rachi raised money on a fundraising website to start her own feminist lingerie line ( modelled here by two real women ) In her images , Rachi was determined to use real women , posing naturally and not catering to the male gaze . The lingerie - which comes in chartreuse , orange and black - is made from sustainable bamboo fabric rather than lace and satin because it moulds to the wearer ’ s body , and has antibacterial properties . On her fundraising Kickstarter page Rachi wrote : ‘ Not everything is about being sexy or being objectified for the male gaze . ' Explaining why she felt driven to design the line , she said : ‘ I found it difficult to find a lingerie brand that shared the same ethos as myself : empowerment , body confidence and the non-objectification of women. ’ ‘ So instead of succumbing to the body-shaming , sexualised and objectifying lingerie on the market , I used my frustration to start my own brand , Neon Moon , with the support of The Prince ’ s Trust. ’ After being accepted on to the charity 's year-long enterprise program , Rachi received mentorship and professional advice for free to develop her product . In the brand 's promotional imagery , the two models certainly seem empowered lounging around the house in Neon Moon underwear . The underwear sets are n't underwired or padded and are made with anti-bacterial , soft bamboo fibre . The women look smiling and healthy and sport natural bodies , rather than catwalk models ' ultra-slimline shape . Rachi named each of the underwear styles with 'Francophile sounding words , calling them : Coucou , Bof , Tac-Tac and Non ! . She said : 'They are really vibrant and fun words to pronounce , which works well with the vibrant colours of the bras and knickers . ' The entrepreneur launched a Kickstarter campaign for Neon Moon , which ends on 10 April , and has already exceeded the original £5,000 target , with 165 backers . Rachi explains the brand 's story in the accompanying video with lingering detail shots panning over her creations , a behind-the-scenes look at the promotional shoot , and girls pledging their support to her campaign . She said : ‘ I am absolutely elated with the result . I genuinely couldn ’ t fathom reaching the £5,000 goal with 18 days left ! ’ Rachi wanted to design lingerie that was n't about objectifying women . ‘ I have been so blessed by the support received from women , men , transgender and non-binary people ’ s generosity ! ’ ‘ The amount of press created , and also Zooey Deschanel sharing an article on Neon Moon on her facebook ( to close to six million followers ) added to such a viral buzz about Neon Moon ’ s Kickstarter . ‘ All extra money funded beyond £5,000 will go into producing more lingerie for the “ Mon Dieu ” collection in order to sell directly online . ' She added that there 's a deeper significance to raising money so quickly for her concept . ‘ [ It ] just goes to show that people do not agree with the sexualisation and objectification of girls within the lingerie industry . ' Neon Moon is 'revolutionising ' the underwear world by being ' a body-positive , feminist lingerie brand , ’ she added . Neon Moon underwear is available in size small ( UK eight to ten ) , medium ( UK ten to 12 ) and large ( 12 to 14 ) through the Kickstarter campaign . Images for Neon Moon included real women who even showed off their armpit hair in pictures .
y Rachi , 25 , 2008 ‘ unapologetic feminist ’ lingerie brand Neon Moon . First brand ' Mon Dieu ' offers comfortable styles without restrictions . For women of all sizes and body types as well as those who like body styles . The New fashion actress Zooey Deschanel endorsed the designs .