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Why I set up a lingerie company to make women feel confident

Beth Kates, 51, lives Ashdown Forest in East Sussex, and is the founder of lingerie business Liberty & Love.

Liberty & Love was set up in May 2020 after I was genuinely fed up with how fashion and underwear are marketed. I don’t want to see fake, cosmetically enhanced, airbrushed women. I thought to myself: “Where is the company that features real women, real sizes, real shapes, all ages?”. I want better for our daughters rather than them thinking they need to look like something out of Love Island to be attractive.

The main work is to spread a body-positive image for women of all ages. The lingerie, nightwear and swimwear are all beautiful. And now my studio is open for fitting services too. Usually, a couple of friends, mums and daughters or individuals can come along in a very relaxed environment and be fitted too. This is becoming very popular.

What is most important to you when designing underwear?

That it is beautiful as well as being flattering on all shapes and practical. I have to fall in love with the ranges too!

I would love for fellow women of all ages to feel that they can be happy and look good at any size, shape or age. You can do whatever you want in life and you don’t need to feel pressured into following only one path.

What feedback have you had?

The feedback has been so positive and I have been overwhelmed with the emails I’ve had from customers who love the products. Loads of positive comments about the fact I use real women, cellulite, tummy rolls, scars, no filters, and no airbrushing. We have fun when doing the photoshoots – we had one the other day and celebrated with pizzas afterwards! See more on our Insta!

What advice would you give your younger self?

What a great question! Many things really….. follow your heart, buy the dress, eat the cake, drink the wine and never refuse a social invitation, you never know where it might lead.

What advice would you give women who don’t feel body confident?

Come and see me! I’ll make you feel good. Everybody is gorgeous, pick the bits of your body you like and show them off, wear good underwear, it makes you feel great!

At Liberty & Love, we are passionate about women feeling good every day. We want you to buy underwear for you, your body, your life, your choice. You can have beautiful nightwear for movie nights with the kids and still feel glamorous. You can have beautiful underwear when you are just being you, every day. Your body, your choice, your you. Love the skin you’re in.

Charlotte Harding
Charlotte Harding
Charlotte is a journalist and the co-founder of The Women's Work Collective.
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