When functional and fun make you feel confident3 min read 05 Mar 2019, 11:11 PM IST
Young women entrepreneurs should be empathetic, unapologetic and authoritative about their idea
The Underworld.co aims to get involved with non-profits to teach young girls from underprivileged backgrounds about sanitation, hygiene and sexual education
It’s been three decades since Wonderbra ushered the heavily padded, push-up bra into the undergarment segment for women. The already brazen sexual marketing tonality got a brand new anchor to hook the minds of women (and more men) worldwide. And the trend has lasted since. In the profusion of sensual imagery that lingerie brand brigades douse us with, side-stepping towards comfort and fun, The Underworld.co offers a much-needed breather. The Underworld.co’s witty one-liners, colourful GIFs, cheeky videos have the heartening approval of the target market—which comprises women who want to feel comfortable in their own skin and break away from the pernicious singular narrative of “looking sexy".
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