In 2020 former beauty queen Mabel Banda Khonje successfully launched the first ever Malawian lingerie brand called Boudoir by Doll Mabel.
It truly is exciting to see how many women are using fashion to help empower women to love their bodies and embrace who they are. You see lingerie and sexy underwear have historically been viewed as being for the partner’s benefits only. The truth is we live in a time where women are empowering themselves, saying, ‘This is good enough just for me to wear.’ And we can wear it whenever we want for how we want to feel in that day and moment.
According to Fashion psychologist Shakaila Forbes Bells our outfits are typically bound by cultural and societal norms…Lingerie sets, on the other hand, do not have to conform to such norms because they are for our eyes only.” She pointed to the concept of “enclothed cognition” to describe the systematic influence that clothes have on the wearer's psychological processes which suggests that the traits and feelings associated with certain clothing not only affect how others perceive you but also how you perceive yourself and behave in different attire.
Studies have also found that women considered underwear as a powerful, affirming and challenging identity shift from boring to daring, and expressing their true identity that they weren’t able to project externally,” Mair noted.