We all like to think that we are Samantha from Sex and the City. But the reality is you need more than 3 pieces of lace when you’re on the school run.

Former dancer, vegan chef and mum of 3, Beth Kates had her incensed light bulb moment in the middle of the lockdown.

Bombarded with adverts of late teenage and early 20 something women, with perfect airbrushed bodies trying to sell underwear in a way geared for pleasing men, Beth felt frustrated and forgotten about.

With no retail experience Beth launched Liberty & Love for all women everyday…. Underwear that is for real women of all ages, for themselves with real women of different shapes as models who we can relate to.

“During the first lockdown I found myself shopping online for new sleepwear and lingerie. I was so disappointed by the marketing of women’s underwear. It seemed to be aimed at men, and the idea that you can only wear lingerie for the bedroom or it was very high end but completely unwearable unless you are a size 4!”

“My 16 year old daughters inbox was also full of adverts showing perfect bodies, pouting models, images of girls with clearly enhanced implants and overly padded bras and I feel so strongly this is not what should be inspiring our daughters. Underwear is marketed towards what women should be wearing to please men – and that’s wrong. We need to be focusing on what is right for our own bodies.”

“I saw lots of adverts and felt forgotten about too. I am 50 and still want to look the best I can – even when on the school run! I certainly do not relate to the unachievable images that dominate the marketing of underwear and these are not images I want to inspire my daughter.”

We all like to think that we are Samantha from Sex and The City however the reality is you need more than 3 pieces of lace when you’re on the school run. So Beth started to wonder … where is the middle ground? Where is the company that gives us female driven, beautiful pieces that we can wear anytime?

“I wanted underwear that empowers me to be sexy everyday, to feel good if I’m going to sleep, going to the boardroom or going on a dog walk. So just like that Liberty & Love was born.”

Liberty & Love is about beautiful things, high quality at an achievable price and celebrating women of all shapes, ages and backgrounds. Beth has sourced and worked with small manufacturers to find beautiful lingerie and now vegan accredited swimwear too that fits with her ethos.

Since launching just 5 months ago Beth has been inundated with women of all ages feeling they are finally being understood and seen again. The Liberty & Love models are real women, of different shapes, sizes and ages with the aim of respecting and empowering women.

Beth is on a mission to change marketing of lingerie to women across the board and aims that through Liberty & Love this will happen.

“At Liberty & Love we are passionate about women feeling good every day. We want you to buy underwear for you, your body, your life, your choice. You can have beautiful nightwear for movie nights with the kids and still feel glamorous. You can have beautiful underwear when you are just being you, every day. Your body, your choice, your you. Love the skin you’re in.”

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