Organic underwear made to empower women
All women will know the many realities of being a female. Body hair, stretch marks, cat calling and an equally voiced opinion.
Aiming to transform the meaning of sexy, LÖV the Label wants you to feel empowered whilst achieving your goals and living the life you aspire to (with comfort and confidence). As an independent underwear brand it can be difficult entering a saturated market, but with a strong point of difference and a positive concept, LÖV is growing organically with Maike’s genuine love for garment quality and craftsmanship.
LÖV started out of the need to create something that would be more than just a product.- “I worked many years in the fashion industry as a model and struggled all my teenage years with body issues and insecurities. I know first hand how damaging it is.”
'I used my personal experience to create safe space for women'
The name you ask? It means leaf in Swedish, somewhat surprising considering her Spanish origins. Although Maike explains, it “unifies the idea of a simple design and the first underwear if history: the leaf that covered Adam and Eve … it also doesn’t hurt that it looks like a European version of LOVE, which is precisely what we want it to be.”
On the topic of creative contentment, Maike says that “after a job as well paid and admired as modelling it was hard to find something that I could do with satisfaction. I searched for something with a bigger purpose.” So she used her personal experience to create safe space for women. LÖV’s video interview project LÖVYOURSELF is a big part of that. It showcases talks from all kinds of women asking about their personal experiences on being a Female- “hopefully we can make other girls feel less alone by being transparent with what it really means to be a woman.”
The photographs are raw and unedited and utilise the whole of a woman’s
body to create interesting shapes. It is inspiring to see such a forward thinking creative enter a market that is commonly focused on unrealistic body standards and discomfort for the soul purpose of making money.
“I honestly I just want women to feel comfortable in my underwear. Like they are not wearing any underwear at all. I hate feeling confined in something and whilst we are trying to pursue our dreams, we don’t have time to feel insecure about a boob popping out from our bra or a thong showing through at a meeting.”
Written By Olivia
Published July 16 2017