Frankie Lane:
Lingerie for Pre-op Transgender Women
Frankie Lane was built on the belief that everyone has the right to feel beautiful, confident and comfortable in their own skin. Dedicated to empowering young trans women, echoing the notion that there are many different versions of beauty and that everybody is worthy of love, acceptance and freedom of self-expression! Meticulously crafting lingerie in London, using ethically sourced materials in order for each product to be tailored to the needs of our planet as well as each individual journey in gender expression. A transformative product for a femme transcending. We were approached by Frankie Lane’s founder to translate her hope and vision into an empowering and trustworthy reality. Creating a safe space that provides conversation, support and most importantly opportunities for trans women to feel wholeheartedly themselves, whilst actively involving supportive parents, family members and allies to the LGBTQ+ community.
Luxury Lingerie Design, Build and Production with BodywearLab
The founder of Frankie Lane came to us with a specific concept and target market but needed the support of the expert team over at Bodywear Lab to help bring to life their vision for the brand. We designed 3 different bra designs, a bralette, a sporty style bra and a chest wrap around bra as well as 3 different knicker designs; a compression high-waist tucking solution, a high waisted knicker and a lounge knicker. All designs were crafted and fitted with the unique target consumer in mind; a transgender woman. We wanted to craft products that would make the wearer feel more confident, comfortable and beautiful within their own skin, catering to specific needs such as tucking or a chest wrap. We also used a trans fit model when creating samples to provide valuable feedback and ensure that the product met their needs.
We also worked with the HYSCULPT team to create a colour palette that could be implemented across both branding and product that was natural, soft and peaceful. We used colours such as lilacs and moss greens that our research showed has calming effects as well as encouraging positive learning; values that Frankie Lane and its target consumers hold dear as they aim to not only create a safe space but to educate themselves and others.
Branding, Marketing and PR with HYSCULPT
Frankie Lane came to the HYSCULPT team with the task of developing the entire brand identity. Both the founder and our team wanted to create a brand that actively spoke to the trans community and understood their concerns and values when it comes to lingerie. At the time of conception, there was no other brand on the market that was attempting to create a space where trans women could feel safe, secure and feminine. Therefore we wanted to create an aesthetic that emoted empowerment, strength, femininity and freedom of expression. We did this by working with the Bodywear Lab team to create a distinct colour palette that was soft, calming and inviting with natural tones and translated this palette into visuals for the social feed. Our aim for the feed was to target a younger demographic through dynamic imagery that was crisp and clean, utilising Frankie Lane’s newly established peaceful colour palette.
Settling on a logo that is a modern combination of commanding strength and neutrality and a signifier that represents a symbolic badge of pride and self-acceptance. The latter combines the initials ‘F’ and ‘L’ in such a way that even when rotated they stay identical. A thoughtful symbol that says: No matter what transformation you may be going through or what journey you may be on, who you are at heart will remain the same. This will be used through both digital and physical mediums to encourage brand recognition.
Business Mentorship with London Contour Experts
Frankie Lane is part of our mentorship scheme, so we have been working alongside the founder to realise her creative vision that sits so closely in her heart. Working hard to guide and teach the founder our skillset as we developed the brand narrative. Establishing a strong USP, social media design and management, branding, customer and competitor research, tailored market research, website design, development and copy. The result – Frankie Lane is well on its way to becoming an engaging and transient brand, set to serve its community with the utmost respect, undeniable support and transformative products.
