11/05/2015 04:48 EST | Updated 11/06/2015 10:59 EST

Lingerie Brand Neon Moon Launches Campaign To Fight Transphobia And Body Shaming

Back in March, U.K.-based lingerie company Neon Moon made headlines for revolutionizing the industry with the world's "feminist lingerie." Its ethos? To "empower women in all phases of womanhood," rather than "sexualize or objectify women or anyone purely for the male gaze."

Hayat Rachi, the brand's founder and CEO, wrote on her Kickstarter page, "I wish to change the lingerie industry by catering to women of all sizes, ethnicities, and body types, including women who embrace pubic, leg, and underarm hair."

Another insight video into Neon Moon, feminist lingerie! 💖

A video posted by NEON MOON (@neonmoonco) on

Now, Neon Moon is making waves once again, this time with the launch of its #IAmNeonMoon campaign, which aims to fight transphobia and body shaming.

According to Bustle, the campaign featuresa cis model, a transgender model and a model of colour -- a far cry from the typical lingerie ads. Rather than portray one single beauty ideal, this campaign allows all women to identify with the models they see in the ad.

"We want to encourage women to confidently identify with our models and feel reflected," Rachi notes in a press release. "Neon Moon has faced its own barrage of hate towards our beautiful models online by body shamers, so we are on a fight back and want others to get involved. Our models are beautiful just as they are, and so are all women. Neon Moon is fighting negative body image head on and wants all women to pledge #IAmNeonMoon to stand in solidarity with not just our models, but all women.”

A photo posted by NEON MOON (@neonmoonco) on

And to combat the accepted standards even further, one of the models shaved her head during the shoot, in order to "question the way that lingerie is modelled and marketed in our society." And Rachi also joined in for a few shots, proudly showing off her underarm hair.

Our models are defining beauty in their own way and own right, so Annie shaved her hair off midway through our photoshoot! <3 #IAmNeonMoon

Posted by NEON MOON on Wednesday, November 4, 2015

The inclusivity isn't limited to the models -- New Moon's unique underwear styles are meant to be comfortable for various body types. Using comfortable designs such as bamboo fabric, soft cups and no underwire, Neon Moon's bras and panties adapt to the female body as it changes, making it inclusive to transgender women's needs.

"Transgender women should not be obligated to look like cis women in order to be considered beautiful by society," Rachi says, according to the press release. "It's all about women being comfortable in themselves whilst being comfortable in Neon Moon feminist lingerie."

She continues, "We want to encourage women to confidently identify with our models and feel reflected. It's not a bad thing for women to feel happy in their own body, and to also encourage other women to do the same."

Amen to that!

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