Move over, suggestive Thinx grapefruit: a new underwear company is coming to New York subways to excite the masses and offend misogynists on their morning commutes. On Monday, Los Angeles-based lingerie brand Naja revealed a new campaign to promote its new line of bras and underwear, Nude for All, available in seven different shades of nude. The advertisement stars real women with a range of body types and occupations, including a software engineer, business school student and a ballerina.
Naja was formed in 2013 by Catalina Girald, now CEO and creative director, with the goal to produce luxury lingerie at an affordable price in an ethical way. While in business school at Stanford, Girald developed a supply chain that would allow her to bypass the order minimums that prohibit most brands from being able to produce a wider range of nude tones. In 2015, "Jane the Virgin" actress Gina Rodriguez joined the company as a co-founder.
"Naja's super-fast supply chain can produce in one month instead of 12 months, with minimum order quantities at 200 units per style instead of 10,000," said the company in a statement. "It's the first time that the industry can produce this many shades in one style of product cost-effectively and efficiently." says Girald. Naja also boasts above-market wages and flexible working conditions for its factory workers.
The Nude for All collection features three styles of underwear, in sizes XS to XXL, and one soft memory foam cup underwire bra, in sizes 32 to 40 and cups A to DDD. On its site, the direct-to-consumer brand has matched the collection's seven nude shades to foundations from MAC, L'Oréal and Bobbi Brown to facilitate shopping. Nude for All goes on sale Monday, and the campaign can be seen online and at the Bedford L stop in Williamsburg, Brooklyn.
Note: This story has been updated to state that Gina Rodriguez joined the company in 2015.