About time: a nude lingerie collection for all shades of woman

Posted by
Harriet Hall

Wearing a white shirt? Make sure you put on a nude bra first. Hoping not to distract from your floral dress? Don a nude heel.

But what colour actually is nude? Is it porcelain, chocolate or olive?

The beauty and fashion industries have been making moves of late to tackle the white bias in their products and campaigns. Just recently, Christian Louboutin released a range of nude heels – for all skin tones.

Now, lingerie brand, Naja, has brought out a collection of underwear in seven different shades.

The range, called ‘Nude for All’ is being promoted through posters that feature 10 ethnically diverse women modelling the styles.


The idea came to Naja CEO, Catalina Girald, while watching the 2012 London Olympics and seeing black gymnast Gaby Douglas wearing nude shoes that didn’t match her skin colour.

"I used to be a gymnast so I'm always sensitive to those things, and it was the first time that it dawned on me that the wrap didn't exist in other colours," she says.

To create the different shades in the collection, Girald turned to make-up for the base tones. The team created 23 shades and then advertised for women to come and try them all on, in order to narrow it down to the current seven shades.

As well as being from a diverse range of racial backgrounds, the women featured in the advertising campaign all have varying body shapes and varying careers. They include a ballerina, a software engineer, a Harvard Business School student and star of Jane the Virgin, Gina Rodriguez – who co-founded the brand. Naja will be telling each woman’s story on their website later in the summer.


The campaign was directed by Badger & Winters, whose co-founder Madonna Badger is hoping to fight sexism in advertising through the #WomennotObjects campaign.

“Our criteria was ‘women breaking the mould,’” says Girald.

“It's time for people to have shoes in different colors. And leotards. And lingerie," she says, "I'm really excited.”

You can shop the full collection at