Sadia Sisay, a former cancer nurse, has created a line of lingerie for every skin tone and size.
47-year-old Sadia Sisay from London launched a lingerie label “ beingU “ for Black women after being horrified when she was offered a ‘nude’ bra for white skin by a sales assistant.
She quit her job to create these special designs for women of all colors starting at 22B and going up to 44H. One day she realized that for her “nude” just doesn’t exist and there’s no diversity in the industry.
‘I have been shopping for lingerie in the past with my white friend and we have both asked for nude bras and been given the exact same color bra, with no sense of irony or question by the store staff,’ Sadia said.
‘There was no understanding that I would possibly want a different nude. Nude is nude right? Wrong.’
She had to overcome many obstacles in the beginning. She was losing investors ‘cause they “couldn’t really understand the concept”. They didn’t believe that there was such a problem and women of color would buy this type of lingerie.
However, she did it and she has been delighted by the response so far.
Her husband had died the day before Sadia had an appointment with her production company.
‘I put everything I had into beingU and lost it in the initial phase,’ she said. ‘But now we are going to be bigger and better than we could have ever imagined.
BeingU celebrates diversity and tells Black women everywhere to embrace their skin color.
For more details, and/or to view Sisay’s BeingU complete line of lingerie, click here.
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