When I was living in Argentina, I had a lingerie brand. It was important to me that the new brand I was building in Switzerland really stood for my values. Back then, I hadn’t really considered all of the unspoken connotations to creating, promoting, and selling lingerie. For example: what does the person looking at a product photo actually feel? Beyond liking the piece or not—do they feel represented? Do they see themselves in it?
The idea of promoting or showing without imposing keeps coming back to me these days. We often hear or see that lingerie is something sexy, or made for a sexy moment, or for someone other than ourselves. And with that comes a silent imposition: how you should look, how you should feel, what you should show or hide.
But this reflection isn’t about empowerment just for the sake of it—it’s about reinforcing the idea that we should be free to feel however we want. Because even the concept of empowerment can become another form of expectation—another way of telling us how we should relate to what we wear.
And when you move in the universe of lingerie, that word—empowerment—is always at the center. Which is exactly why I felt the need to rethink it.
I don’t want to impose an idea of a body, an attitude, or a sense of belonging to a certain lifestyle. That belief—that clothes need to transform you to fit into something—or that they lead you toward a certain aesthetic, feels backwards to me. I believe it’s the other way around: you wear the piece, and you transform it by making it part of your life.
I don’t design to offer an idealized version of anything.
I design to accompany. To create space. So that each person can inhabit what they wear from their own expression, their own desire, their own way of being.
What you see is what it is. And what you do with it—that’s entirely yours.
To me, true empowerment is built from freedom: the freedom to choose, to move, to show yourself—or not—exactly as you want to.
To hold space for you to decide.