Candy Shop is the local brand joining the lingerie revolution
Words by Maki Morita
Sex-positive underwear by women, for women.
The business of lingerie is a complicated one when it comes to empowerment. The intersection of power and sexuality does not have a particularly reputable history, and it’s hard to reclaim a zone that has objectified female bodies for so long.
Fortunately, the tides of change are lapping at the industry’s toes. On the local front, that means Candy Shop Lingerie is having its time in the sun.
The brand began as a part-time project between long-time BFFs Karla Duckworth and Sarah Scarrabelotti when they were still at university. Since launching in 2018, the undertaking quickly evolved from a side hustle to an internationally recognised brand.
With its bold and powerful designs, Candy Shop Lingerie is gaining praise from all around the world for its unapologetic sexiness.
Candy Shop’s reach has expanded to musicians, artists, and a whole range of other people “that are living for themselves, women that are bold and want to feel sexy.” These are the kind of fearless and independent women that Candy Shop wants to pay tribute to.
“Ten years ago it wasn’t acceptable to present yourself that way online, but today it’s the norm,” Karla explains. “It’s our choice – as women – how we show and view our bodies. It’s okay if you want to be a little more provocative and it’s okay if you want to embrace your body.”
The brand is tapping into a vein of global sentiment that reflects this momentum of lingerie empowerment. With the Victoria’s Secret Show officially cancelled and the stratospheric success of Rhianna’s Fenty show, the gaze behind underwear design is being radically reoriented.
As a lingerie brand made by women for women, Candy Shop wants to provide a platform where women can love their bodies together. Their recent campaign Bad and Boujee was produced in collaboration with local Melbourne creatives, and focuses on women exhibiting sexuality and power.
Karla and Sarah are inspired by “women around the world that are doing stuff for themselves, and not letting society tell [them] what’s right or wrong.” With the brand’s playful photoshoots and videos, it makes sense that they aim to be “a lot more proud of women’s bodies, and not being afraid to show that [pride] online.”
Exciting things are in store for the design duo, who are planning to move to Los Angeles. While they’ve nurtured their brand and garnered a large following in Melbourne, Sarah explains that “there’s just so many creative people that we can connect with over [in LA] and that’s a big part of this for us.”
As women, Karla believes that “we should be able to do whatever we want, feel however we want, and present ourselves however we want”. Cheers to that.
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