By ELLEN LEWIS
I first noticed the Moons and Junes collection in Paris last year at the Salon International de la Lingerie. It was part of the anthology of Indie brands curated for its unique design attitude. Its Danish heritage spoke for itself, clean, comfy and unapologetically natural. I spent some time recently chatting with the brand’s founder, Agnete Bjerre-Madsen, the 26 year old entrepreneur who launched Moons and Junes in 2017. Agnete is part of the cadre of young women who were fed up with the push up bra mentality and wanted underwear that conformed to her own body shape. They were searching for bras and panties that were authentic expressions of who they were. She began the design process as a hobby but, very quickly her friends wanted what she was creating and using their input, the brand was born.
Then Covid happened. Moons and Junes is an unexpected success story. The simple product, faithful customer collaboration, and the need to nurse the body boded well for the brand. Zeroing in on best-selling bodies, and utilizing the power of an on-line presence, Agnete debuted the Notice collection, 4 best-selling styles re-imagined in organic Turkish cotton (certified by Control Union with a 100 cotton standard).
Moons and Junes is quite vocal about the concept that one size does not fit all, clarifing that the bras and panties is meant to shift as the breast moves. To amplify Agnete’s message, she enlisted the support of photographer Petra Kleis who shot these images of women aged to 72 years old and in sizes S-L+. The beauty in these images is attributed to Ayoe Nissen