Uckfield Mum Launches Underwear Brand For "Real" Women

Former dancer and mum of 3, Beth Kates had her light bulb moment in the middle of the lockdown.

She said she felt bombarded by social media feeding her images of young women with "perfect" airbrushed bodies, selling underwear that appealed to men.

Feeling "frustrated and forgotten about" but with no retail experience, Beth decided to do something about it.

She said:

"During the first lockdown I found myself shopping online for new sleepwear and lingerie. I was so disappointed by the marketing of women's underwear.

"It seemed to be aimed at men, and the idea that you can only wear lingerie for the bedroom or it was very high end but completely unwearable unless you are a size 4!"

"My 16 year old daughters inbox was also full of adverts showing perfect bodies, pouting models, images of girls with clearly enhanced implants and overly padded bras and I feel so strongly this is not what should be inspiring our daughters.

"Underwear is marketed towards what women should be wearing to please men - and that's wrong. We need to be focusing on what is right for our own bodies."

"I saw lots of adverts and felt forgotten about too. I am 50 and still want to look the best I can - even when on the school run! I certainly do not relate to the unachievable images that dominate the marketing of underwear and these are not images I want to inspire my daughter."

Beth started to think about offering women underwear that is not only beautiful but practical, to be worn in bed or doing practical chores during the day.

"I wanted underwear that empowers me to be sexy everyday, to feel good if I'm going to sleep, going to the boardroom or going on a dog walk. So just like that Liberty & Love was born."

She now sources and works with small manufacturers to find lingerie and swimwear that fits with her ethos of women of all ages, shapes and sizes being able to feel good about what they're wearing. 

"At Liberty & Love we are passionate about women feeling good every day. We want you to buy underwear for you, your body, your life, your choice. You can have beautiful nightwear for movie nights with the kids and still feel glamorous.

"You can have beautiful underwear when you are just being you, every day. Your body, your choice, your you. Love the skin you're in."

www.libertyandlove.uk