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The Story

LEONESSA is a premium lingerie brand founded by Michèle Krüsi in 2019, after years of looking for a lingerie brand that has it all: sexy designs, perfect shapes and a comfortable fitespecially for a woman with not-so-big boobs like her but as she heard the same stories from other women with all kind of body types. So she just decided to fill this gap in the fashion industry by creating her very own lingerie brand named LEONESSA Lingerie which not only stands for the perfect balance between a sexy (but not overly sexy) look but just as much for comfort and above all for feeling comfortable in your own body. Because that is what lingerie should do for you and that is what LEONESSA as a brand stands for: Empowering women by making them feel like the goddesses they are!

At LEONESSA we focus on fair production and therefore work with a small manufacturer in Porto, Portugal who produces all the items by hand under high standards, not only regarding the quality results theyre providing, but also how they treat and compensate their employees. For Michèle it was important to ensure the working coditions meet her expectations, so she visited the factory herself. So, as each LEONESSA piece is handmade it only comes in limited series.

​Each collection and every single piece are designed by Michèle personally with love and passion for beautiful lingerie that immediately makes a woman feel sexy and strong while wearing it. Afterwards we worked with a lot of women who tried on our pre-production samples and gave us feedback on the look and comfort of each piece so we were able to find perfect shapes and materials that fit a wide range of body types. And we are happy and proud to claim we did so.

Want to hear a little story? When Michèle started this project, she knew she doesn't want to come up with just another brand in the fashion industry. She would either come up with a brand that has a meaning and stands for something she believes in or she wouldn't start at all.

We still live in a society where women are rated by their outer appearance and their bodies. Too curvy, too skinny, too tall. We even rate ourselves based on how we look. And that is so entirely wrong. We are all beautiful. Every single body. That's what we stand for a LEONESSA: Celebrating women, all women. So when Michèle started to plan the photoshooting for the webpage pictures, she knew from the very beginning she wanted to have two models with different sizes. Not only to showcase that our pieces look as good on a size L as they do on a size S, but also and mainly to demonstrate that both are equally beautiful and worth representing lingerie – which unfortunately still is not commen in the fashion industry in general but especially not in lingerie. 

When were looking for a curvier model, we just couldn't find a local agency with curvier models in their files, it was shocking and frustrating at the same time. So, when Michèle finally found our beautiful Cristel, she was literally jumping of joy because she knew this is going to be the start of something amazing and it will form the brand LEONESSA right how she wants it. Cristel, this goes to you! Thank you for being a perfect example that curves are damn sexy and every woman should wear them with pride and self-confidence! Your attitude and charisma was above inspiring and you are a true LEONESSA [lioness]

Our gorgeous model Laura was just as inspiring and absolutely rocked the shooting with her self-confident mindset. We asked the models if they prefer to have their nipples retouched, her answer "Retouching my nipples? Why? Of course not, we all have them!" Yes girl, we agree! And we hope that one big silicon valley company will get their minds right somewhen soon too! 

​I bet you can already feel what this brand stands for, but we are so proud of it, we want to write it down anyway! LEONESSA is dedicated to all the strong women who are independent, ambitious, confident and proud of their female body. Whether a woman is skinny, sporty or curvy, she should always feel sexy in her own skinshe should feel like the LEONESSA [lioness] she is.

Read 30 Questions to LEONESSA Lingerie founder Michèle Krüsi (English/German) for more insights.