The London Brand Keeping The It-Girls In Colourful, Affordable Lingerie

When founders Hattie Tennant and Minna Bunting launched Fruity Booty in 2017, they were on a mission to make “sustainability sexy”. Another key goal? “To create underwear for women and not for the male gaze”Several “non-negotiables” formed the foundations of the brand: “We’ve never photoshopped an image. We’ve never shot anything in the bedroom. And that will never be the case.

Given that all pieces are made from deadstock fabrics, designs are informed solely by the materials available. The hardware and embellishments – including frills, bows, sliders and closures – are also deadstock and sourced from a UK supplier that Hattie likens to a “treasure trove.” “You can get lost for hours,” she says.

Are you people mad? I open this link and i don't even see a pic of kendall in the lingerie. You're using her name for clickbait or what? 😤

Are you people mad? I open this link and i don't even see a pic of kendall in the lingerie. You're using her name for click bait or what? 😤

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