MIEZ
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MIEZ is a lingerie brand focused on normalizing and unsexualizing lingerie.
Redefining Lingerie Beyond Sexualization
MIEZ is a lingerie brand with a bold mission—to normalize and unsexualize the concept of lingerie. The brand sought to challenge existing norms and present lingerie as everyday clothing, free from societal objectification. ONEDESIGN was tasked with crafting their entire brand strategy, design, and website, ensuring that the narrative would align with this new perception. The challenge was to communicate comfort, style, and empowerment through design, while eliminating the industry’s traditional approach to sexualization.
Basic Details:
CATEGORY:
New Brand
LAUNCH YEAR:
2022
SECTOR:
Lingerie in Fashion & Retail
SERVICES:
Brand Foundation Strategy, Brand Expressions Design, E-Commerce Website, GTM Strategy
Redefining Lingerie Beyond Sexualization
MIEZ is a lingerie brand with a bold mission—to normalize and unsexualize the concept of lingerie. The brand sought to challenge existing norms and present lingerie as everyday clothing, free from societal objectification. ONEDESIGN was tasked with crafting their entire brand strategy, design, and website, ensuring that the narrative would align with this new perception. The challenge was to communicate comfort, style, and empowerment through design, while eliminating the industry’s traditional approach to sexualization.
Redefining Lingerie Through Imagery and Design
In the lingerie industry, imagery is often used to sexualize products, aligning them with glamour and desirability. MIEZ saw an opportunity to shift the narrative, positioning lingerie as a symbol of comfort and normality. By using only material-focused visuals instead of models, the brand wanted to unsexualize lingerie and appeal to a more modern, empowered customer base. This required an innovative design approach that celebrated femininity through subtleness rather than overt display.
What was needed?
Most lingerie brands rely on sexualized imagery; MIEZ aimed to change that.
Focusing on the material and fabric enhances the product’s intrinsic value.
Modern audiences respond to subtle, empowering, and non-objectifying representations of femininity.Fabric & Material-Centric Storytelling
The cornerstone of our strategy for MIEZ was to remove the human form from the visual narrative. Instead, we focused on the fabric, texture, and design of the lingerie itself. By avoiding models, the strategy allowed the product to speak for itself, normalizing lingerie as an everyday essential rather than an object of desire. The messaging emphasized comfort, style, and empowerment, aligning with MIEZ’s mission to make lingerie accessible and unsexualized for all women.
What we did?
Showcase lingerie fabric and materials instead of models.
Focus the narrative on comfort and everyday usage.
Position the brand as empowering and inclusive, removing traditional objectification.Elegance Through Simplicity
The design strategy for MIEZ focused on creating elegance through simplicity. We developed a custom font for the logo, inspired by the soft, natural curves of the female form, subtly representing femininity without overt references. The color palette was carefully curated to feature soft hues like purple, beige, and skin tones, with occasional pops of orange for contrast and vibrancy. Silhouettes, stencils, and minimalistic illustrations were used across the brand’s touchpoints to reinforce its understated elegance and focus on the product itself.
What we did?
Custom font for the logo, inspired by the curves of a woman’s body.
A color palette featuring purple, beige, skin tones, and pops of orange for balance.
Use of silhouettes, stencils, and subtle illustrations to highlight products without sexualization.
Minimalistic and clean design that emphasizes material quality and comfort.
MIEZ