A new crowd-funding initiative has been set up in an effort to launch the world's first feminist lingerie. Entrepreneur Hayat Rachi has said that her Neon Moon lingerie range empowers women "through body positivity and the non-objectification of women", creating a product that “fits to women’s bodies, rather than the other way around”. "I always wondered - if lingerie didn't have the sexualised context from the moment we are given our first bra, would it help girls pursue more in life? Not everything is about looking sexy, or fulfilling the male gaze," says Rachi. “Women’s bodies are changing all the time. External factors such as diet, stress and menstrual cycle can make women’s bodies fluctuate.” The campaign for the lingerie brand is also very different to what women are used to seeing, with the models asked to refrain from removing any body hair or grooming for a week before the shoot. According to the Huffington Post, all images for the range have also been released without the use of Photoshop. “Girls should not have to question why they look a certain way or feel that they have to conform to society's pressures. It's important for girls to not compare themselves to unachievable standards of 'beauty'. Rather, they need to reclaim the right to their bodies and decide how it should look for them and not for others,” she said. "I wanted to show what a real woman looks like. They have pubic hair, stretch marks, cellulite and acne, it's important to show that."