Women's underwear company launched for real women by Sussex-based entreprenuer

With no retail experience Beth launched Liberty & Love for all women everyday. Underwear that's for real women of all ages and of different shapes with models we can all relate to.

Beth says, "During the first lockdown I found myself shopping online for new sleepwear and lingerie. I was so disappointed by the marketing of women's underwear. It seemed to be aimed at men, and the idea that you can only wear lingerie for the bedroom or it was very high end but completely unwearable unless you are a size four!

"My 16-year-old daughters inbox was also full of adverts showing perfect bodies, pouting models, images of girls with clearly enhanced implants and overly padded bras and I feel so strongly this is not what should be inspiring our daughters. Underwear is marketed towards what women should be wearing to please men and that's wrong. We need to be focusing on what is right for our own bodies.

"I saw lots of adverts and felt forgotten about too. I'm 50 and still want to look the best I can, even when on the school run! I certainly do not relate to the unachievable images that dominate the marketing of underwear and these are not images I want to inspire my daughter."

So, Beth started to wonder… where's the middle ground? Where's the company that gives us female driven, beautiful pieces that we can wear anytime?