Sunday, 10 July 2016

Ethical Fashion: Naja

This month's ethical fashion showcase is something I stumbled upon on instagram a while ago. Their #nudeforall campaign captured my eye and I decided to look at their other collections. Naja was founded by Catalina Girard, the woman behind Underwear for Hope and Term Member at the Council of Foreign Relations, and Gina Rodriguez, Golden Globe winner actress from Jane the Virgin who is actively involved with the National Hispanic Foundation as well as four other Latino-focused organisations. Their latest campaign—#nudeforall—offers 7 shades of nude colours of underwear in three panty cuts. They're promoting this campaign by pasting up each shade on subway stations in New York City, so you can find out which one your nude is by standing in front of it.

Naja's main goal is to empower women, break the standards of body image in the modern world and create an eco-conscious clothing line to cater to women of all race and sizes. For their values, they stated: "Naja is a product of our passions and beliefs: a love for beautifully designed things, a bit of rebelliousness, and a deep desire to make the world a better place." In terms of empowering women, Naja changes the way lingerie is marketed nowadays, refusing to objectify women in a way that appeal to male consumers, and instead chooses to connect with the smart, courageous and sexy women of today. Naja's garment factory primarily also employs single mother or female heads of households where they are paid above market wages with healthcare benefits. This is their way of aiding single mothers, implementing flexible work policies that make it easier for women to balance work and childcare. This is all done with as little environmental impact as possible. Naja uses digital and sublimation printing, as they produce almost no water waste, and fabrics made out of recycled plastic bottles. However, none of this process sacrifices their craftsmanship, paying meticulous attention to details, luxurious design elements and high quality materials. 

What I love most about Naja is the wide selections of designs that they offer. You can get the classy, luxurious undergarments, the quirky, tacky printed panties and the solid-coloured goods all in one shop. They also use models with a wide range of body types and races. Some of the items are showcased in two options on their online store: the caucasian version and the black version, using two models to show the difference in appearance for different skin colours. They also have inspirational, empowering quotes written on the inside crotch area of their panties, as well as their social media information, etc—as you can see above. Style-wise, I absolutely adore their prints-adorned pieces, especially the Frida Kahlo-inspired collection—as she is also one of the most inspirational women ever. Their designs are incredibly unique and not at all shown in an overly-erotic way, as most lingerie labels seem to do. The best part is they also ship internationally—and, if you're living in the US, they offer free shipping on orders over $75—and their prices are quite affordable. What a way to feel empowered!

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