Hanna MW on why feel-good lingerie matters

Stockholm-based stylist, content creator and renovation idol Hanna Marzouki Widlun has added a new string to her bow, as the Brand Director of Scandinavia’s buzziest new lingerie label, Bare.

A notoriously fraught category for both designers and wearers, lingerie is approached in a refreshing way by Bare, with unwavering focus on comfort and breathability. From the omission of padding and wiring in its minimalist designs, to its inclusive sizing and styling, Bare creates a welcoming, feel-good space that celebrates all body types.

"Diversity has always been a natural component in my work as a creator,” Marzouki Widlun says. “The goal for us with Bare is to create a community that naturally reflects our customers. For us, it is not a trend, but an inherent value to work with diversity.”

Related: The empowering force of lingerie

The collection of everyday bralettes and briefs is designed in Stockholm and manufactured in Portugal, with minimalistic fits that mould perfectly to all body shapes. As its Brand Director, Marzouki Widlin plays a key role in steering the label in a direction that is more representative for its community.

“I grew up seeing the same ideal images being portrayed in advertising, especially in lingerie campaigns. In recent years, the industry has started to shift and I am happy to now be involved and to be able to contribute to this industry showing a more realistic image to our young people," she comments.

As the name suggests, the underwear has a barely-there feel, thanks to its Modal TENCEL™ fibres. Derived from renewable wood sources, the sustainable material is soft, moisture-wicking and supports the body’s natural thermal regulation. The name Bare also represents the brand’s commitment to transparent production and honest use of resources that are free from harmful chemicals. Its Portuguese factory runs on green energy and built entirely from waste materials.

So why is the venture so important to Marzouki Widlun? “I just look to myself, as someone who has always been aware and invested in the clothes that I wear but less in the underwear. I have been missing lingerie on the market that has a carefully designed fit and comfort, so it feels great to be involved and create Bare,” she says.

Marzouki Widlun joins other key players from the Swedish fashion industry - including hyped labels Eytys and Chimi - to form the Bare team, which brings together Rebecka Lidenwal as creative director, Louise Reznik as e-commerce director, Ario Molpour as strategic advisor, Iman Malmberg as chief operating officer and and Rami Hanna as art director.

Stay tuned as the Bare plans to extend its inclusive ethos to swimwear in the coming months.