Sisterhood | Interview with Moons & Junes…

Over on Sisterhood Camp I recently interviewed Agnete Bjerre-Madsen, the founder of Copenhagen-based lingerie brand which is devoted to providing an everyday luxury to women. They celebrate uniqueness through a devotion to help women feel beautiful and confident in their own skin. Lingerie that aren’t just designed to look good; they’ are made for our body and our needs.

Comfort, quality and real women as models, I needed to find out more.  I chatted with Agnete and asked her about the beginnings of the brand and the real women featured in the campaigns.

You can read the full interview over on the Sisterhood Website, here is a little snippet.

PLEASE CAN YOU TELL US A LITTLE ABOUT YOU, AND MOONS & JUNES?

My name is Agnete Bjerre-Madsen, I’m 24 years old and the founder of the Danish intimates brand, Moons and Junes. At Moons and Junes we work to empower women to feel comfortable and beautiful in their own skin by providing them with high quality, well-designed underwear. In essence we make; no underwire, no padding, no bullshit underwear.

WHAT IS YOUR BACKGROUND, AND HOW DID YOU START MAKING UNDERWEAR, WHAT WAS THE INSPIRATION?

I’m a sociology major from Copenhagen, I’ve never studied design or fashion. I guess my academic
background can be seen in Moons and Junes, as it’s motivated by a mission rather than by a product.
Thinking back on my teen years, I (like oh so many others) suffered from low self-esteem and body
insecurities. I found myself compromising with comfort in order to fit into the socially constructed ideal of beauty. In the midst of my should-I-get-implants-and-botox-phase, I was fortunate enough to take part in a two-year educational movement, called the United World College, which aims at bringing people, nations and cultures together. I cannot put enough emphasis on what UWC did to me.

At UWC there was room for everyone independently of race, culture and sexuality. To sum it up in the most clichéd way possible I learned to appreciate beauty of diversity and the importance of representation. I made it my mission to advocate that realism is beautiful.

Underwear became a symbol of this mission. In collaboration with a very talented designer we hosted focus groups and a ton of fittings, to learn exactly what boobs and buts look and feel like. We quickly found that when underwear just sit comfortably around your features, you lost the feeling that your bra distorts your look, you know? No pushing, pulling, tightening or tugging – that was extremely empowering.

YOU USE REAL WOMEN AS YOUR MODELS, WITH A WARTS AND ALL AESTHETIC WHICH WE LOVE.  CAN YOU TELL US MORE ABOUT THAT?

I hate the idea that men and women all over the try to tick various boring boxes to match socially constructed beauty ideals. We’re constantly bombarded with beauty related mandates that distract us from doing things that actually matter. I hope that Moons and Junes can provide women with their daily dose of realism by reminding us that a body is just a body, everyone has one; dark, fair, young, old, slim or not, cis or not. We just want people that feel beautiful in our products to be part of our campaigns. And on a highly important sub-note I think it’s worth asking ourselves why we strive to tick narrowly defined boxes. When we ask that question it becomes fairly obvious that inclusivity is not ‘just’ about self-love, it’s about recognising oppressive behaviours.

WE LOVE THE #BITSANDBOOBS SECTION OF YOUR WEBSITE, AND THE MESSAGE BEHIND IT. CAN YOU TELL US MORE?

Yees! Bits and Boobs is all about people being people and breasts being breasts. Simply put, it is a space
where women can upload unedited pictures of their chest area to a photo gallery, which will be left untouched.
There are a lot of expectations to breasts; they should be firm, round, smooth, perky, bigger than a C cup, yet smaller than DD… It’s ridiculous. The buses in Copenhagen are currently covered in banners showcasing the ‘perfect breasts’ advertised by a cosmetic surgery firm. The exclusivity of beauty is very boring to me. #bitsandboobs aims at normalising lumps, bumps by creating a collection of boobs from all over the world.


Read the full interview over on the Sisterhood Camp website.

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