A local business is in the process of designing a new and inclusive lingerie range, aimed at honouring the LGBTQIA+ community and gender non-conforming people.
The business, Bronté Intimates, is currently consulting members of the LGBTQIA+ community and non-binary-identifying individuals for input on the range, according to Bronté McDonald, the founder of the Somerset West-based business. The potential launch date for the new range is March 2022, in line with Cape Town Pride, she said.
“We recognise how marginalised [LGBTQIA+] communities have been within the lingerie industry, and want to create pieces which allow everyone to freely express themselves, while aiming to deconstruct gendered dress codes,” said McDonald.
The business is creating an array of bras, bralettes and bottoms which “tap into” both masculinity and femininity, according to McDonald. Each piece is custom made to fit “every individual person’s unique qualities”, she said.
“It was an honour for me to be a part of the designing. The process has been amazing as I was allowed to freely come up with my own design,” said Zenixole Faku, a member of the LGBTQIA+ community who has been consulted during the design process.
“We are looking to rewrite the traditional narrative associated with the lingerie industry, which predominantly seeks to market its products through the often sexualised images of skinny, flawless women,” said Bronté McDonald, founder of Bronté Intimates. PHOTO: Maryam Adams
Self-expression and inclusivity
“I’ve never seen lingerie that caters for someone like me,” said Chulumanco Nopote, a Stellenbosch local who identifies as non-binary.
Nopote told MatieMedia that they have an interest in owning lingerie, but that existing products have always been gendered.
“[Lingerie] has connotations of…a very hetero-patriarchal view of a woman’s sexuality, that has no place for people who contradict the default standards of the patriarchy, [such as] trans folks and gender variant people,” said Nopote.
Inclusivity is one of the characteristics that people enjoy most about Bronté Intimates, according to Kudakwashe Rita Mapfumo, a model featured in a previous photoshoot for the business.
“They cater for everyone, people of all sizes, races and standards of beauty,” said Mapfumo. “I feel appreciated and included when I wear the lingerie.”
“Authenticity, love and self-giving reflect some of the core values surrounding Bronté Intimates,” said Bronté McDonald, the founder of the Somerset West-based business. Featured: Keeley Knutton, Kirsten de Vink, Kudakwashe Rita Mapfumo, Emma Willemse and Ammaarah Naidoo. PHOTO: Sourced/Mart Marie Photography
Fight Back SA
In addition to attempting to rewrite the traditional narrative associated with the lingerie industry, Bronté Intimates places a strong emphasis on social impact, said McDonald.
“We want to be able to make a social impact through our products and start working towards eradicating gender-based violence in South Africa,” added McDonald.
The business launched the Fight Back SA lingerie collection in August 2020, according to McDonald. Since then, they have used the collection to raise enough funds to sponsor over 850 women and children to be trained in self defense and receive free pepper spray. This was done in collaboration with the non-profit organisation, Fight Back SA, said McDonald.
The Fight Back SA collection, created by Bronté Intimates, consists of four bralette designs and are custom made for each individual’s body, according to Bronté McDonald, the founder of the Somerset West-based business. Featured (left to right): Lauren Watson, Margot Shepard, Sibulelo Jolwana and Viola Hunter. PHOTO: Sourced/ Richard Winter Photography