The future of fashion is sustainable, inclusive and feminist

The future of fashion is sustainable, inclusive and feminist

Isabela Warde, 20, is the creator of the online women’s underwear brand Lust (; in Portuguese, “lingerie disturbing sexist traditions”). She was only 19 when she developed the brand in December 2017.


At the beginning of the business, Isabela sewed all the pieces with her own hands and each one became exclusive. With the rise of the brand, which currently has more than 5,000 followers on his Instagram (@lustlingeries), Isabela was able to hire an outsourced service to help him with the production. She said: “I started sewing piece by piece and, with the growth of the brand, I passed this work on to a seamstress”. The price of the products varies between R $ 35 and R $ 75.

The process of creating the models is entirely and exclusively done by the young entrepreneur. “I do the entire creative process for the pieces. Everything is handpicked, ”she says. For this, Isabela conducts a study of what is in the fashion market and what is missing. “All this without losing the essence of Lust”, he says.

When the brand appears

According to Isabela, the brand was born from her desire to be independent and to have her own income. However, the choice for a brand entirely of lingerie was born from her passion for fashion, sewing and femininity. “I always loved sewing, and I made my own underwear. At the time, I was studying psychology (Universidade Presbiteriana Mackenzie) and wanted to work with female sexuality. Some friends suggested the idea of ​​turning my passion into a business, and that’s how I started Lust, ”she said.

The business grows gradually and is gradually gaining its place in the market. Isabela reported that “everything was and is very slow and organic”, and adds: “The brand has been growing slowly, but effectively, which is very rewarding”.

The last achievement of the young entrepreneur was the creation of her own website for the purchase of her products ( The average age group of its consumers varies between 15 and 25 years, but it is also successful with all audiences: “I can say that I have already sold a lot to women between 30 and 60 years old,” said the young woman.

Lust’s proposal

The main proposal of the brand is the deconstruction of an unattainable standard imposed on women and the inclusion of all types of shapes, sizes and colors of female bodies. “I started Lust with the objective of giving it back to her (the woman) and, in fact, showing her what has always been hers: her own sensuality”, explains Isabela. She says that, for this, lingerie can be a real facilitator.

In addition to his initial proposal, Isabela promises a sustainable and “planet friendly” brand. The products, made of velvet, fabric or lace, are of excellent quality, so that the customer can use it for a long time, without the need for replacement. The product packaging is made of 100% cotton and can be reused by consumers such as: bikinis and underwear, bags for bulk purchases (shopping method in which the consumer splits the amount of products they want to buy) and makeup or cosmetics.

In addition, all purchases are accompanied by a “seed card”. That is, when purchasing any of the Lust brand products, the customer receives a sunflower seed, accompanied by instructions for planting and care for the plant. “I believe that to take care of ourselves, we have to take care of where we live (the planet)”, he says.