One of the UK’s most inclusive lingerie brands, Lemonade Dolls is changing the game. Founded by Lemon Fuller, who moved back to London from LA after years working as a singer, songwriter, and dancer, it began as simply an Instagram account with a goal to help her friends and peers with confidence — giving like-minded people a safe space to express themselves and relate to one another through imagery and writing. The platform grew quickly, and Fuller new she had to take it a step further.

One of the key topics that she saw people discussing through the Instagram account was a lack of inclusivity in lingerie and underwear. So, without any design experience, she set off on the daunting task to create what people want and need. “Most underwear brands were set in the dark ages, all underwire, chicken fillets, size zeros, and a lack of authenticity in the making of the garment,” she explains. “I wanted to change that.”

In their most inclusive line yet, Lemonade Dolls introduces I AM WHO I AM, their first collection of gender affirming pieces. Released for Transgender Awareness Week, it comes as the culmination of a year of focus groups, six rounds of fittings, and lots and lots of research. It is difficult to develop patterns when there aren’t many industry examples of what you’re trying to accomplish, but Lemonade Dolls got it down. Icon, LGBTQIA+ activist, and star of the I AM WHO I AM campaign, Mzz Kimberley explains, “As a trans woman I struggle to find underwear that’s comfortable and fits. I agreed to try out Lemonade just for the hell of it, not thinking much about it. To my shock I couldn’t believe how comfortable and secure I felt wearing underwear that’s light and not a tough material just to get that perfect fit and look. I could actually breathe which keeps me feeling fresher for longer.”

We had the opportunity to speak with Lemon Fuller about how the brand came to be, the struggles and rewards of starting a small business, and the process of developing the new collection.

For more information, head to their website or Instagram.

Read the interview…

What sparked the idea for Lemonade Dolls?
Lemonade exists to make people feel amazing. We are a mission led business first… and always will be! During my 12 years in front of the camera I recognised the lack of confidence amongst my peers and I grew more and more passionate about wanting to do something to encourage my friends to believe in themselves. I moved back to London from LA and set up an Instagram account called Lemonade Dolls. At the time I couldn’t find underwear that I wanted to wear and I soon found out neither could my friends and my growing online community. Most underwear brands were set in the dark ages, all underwire, chicken fillets, size zeros, and a lack of authenticity in the making of the garment — I wanted to change that. Lemonade was born!

What is your background in or what were you working on before starting the brand?
I am a creative. Popped out the womb singing in the splits. I came from humble beginnings but I won a full scholarship to Italia Conti drama school when I was 15. After graduating I spent 10 years travelling the world working with names such as Beyonce, Justin Bieber, and Avicci to name a few. 

When I started the brand I’d just moved back to London from LA where I was working as a singer, songwriter, and dancer; I was fed up with all the sexism and criticism that myself and my peers were experiencing on a daily basis. I was feeling very passionate, or maybe even a bit pissed off, and I wanted to be part of the change which was very much happening at that time.

I love to see people do amazing things. I love a dark horse. I love the quiet kid who turns out to become the most talented. I love the drop out who becomes a successful entrepreneur. I love people who work hard for what they want. I am inspired by people who are living proof that there are no limits!

When did you start the Lemonade Dolls instagram and what was the platform in its origins?
I created the Lemonade Instagram when I was at Heathrow airport returning from LA back to London. The original concept for the instagram was solely a platform where like-minded people could relate through imagery, writings, and self expression. Little did I know this account would change my life! 

What was the initial reaction like and how did that inspire you to take things a step further?
The Instagram grew quickly (and organically) with powerful like-minded people waiting for my next move. It also came at the time where Victoria Secret started showing signs of their decline in market share due to their lack of inclusivity and stubborn refusal to adapt to consumers’ wants and needs. People wanted more and so did I. I focused on building momentum, started producing samples, hiring team members and a year and a half later we’d secured investment online and in Topshop’s flagship store in Oxford street.

Had you ever designed underwear or lingerie before? What was this process like?
I love lingerie and fashion but I have NO experience in designing. I believe this is part of my superpower. I create undies that I want to wear, I create undies that my friends and community want to wear – it is that simple. I truly believe that one of the reasons we have scaled so quickly in the last 12 months is due to the fact that I have thrown out the rule book when it comes to lingerie standards and used my gut rather than copying what everyone else does. We have challenged the norms such as gusset length, size patterns, and innovative fabrics and we always work directly with the factory – never through a third party or agent.

Specifically, what was the process like of designing the I AM WHO I AM collection? How did you develop the gender affirming pieces?
Well – it has been a journey! I wanted to get it right and not settle on ‘okay’. I wanted it to be engineered with excellence and be comfortable and sexy and gorgeous for anyone who wants to wear them. We did about six rounds of fits. I was being told time and time again certain things weren’t possible but I put my foot down and threatened to pull the entire range unless we got it right. As you know most brands don’t offer gender affirming pieces so there is a lack of knowledge in the industry so we have to start from scratch and innovate it in our office in London!!

What have been some of the challenges of starting your own brand that you may not have expected from the onset?
I don’t think there is anything that can prepare you for the rollercoaster of being a business owner and entrepreneur; the process of securing investment alone, finding money to fund my business has probably been one of the biggest challenges. Also the importance of delegation, I learned very quickly how essential that is.

What I’ve learned more recently is the importance of trusting your gut and really believing in what you’re doing – it has to be your number one focus. You can’t let yourself get distracted and pulled in different directions listening to other people’s opinions and expectations. Focus on the mission and don’t let anything stop you.

Can you speak a bit about your work donating undies to refugees?
Another pivotal chapter unfolded when CHOOSE LOVE, an amazing charity, became Lemonade’s partner. This allowed us to contribute meaningfully to the refugee crisis. Through our efforts, we raised substantial funds and donated over 15 thousand pairs of undies which can be found in refugee camps all over Europe. Witnessing the impact of our contributions first hand during a visit to one of their female refugee centres in Greece was something I will never forget. Our customers are committed to the cause and they personally have donated over 10,000 throughout the website.

What future plans do you have for Lemonade Dolls?
I want Lemonade to become a dominant player in the lingerie market and ensure as many people across the world can access underwear that makes them feel powerful, invincible and good about themselves in every way. We have so much planned! We have new products launching that can not be found in the UK market, we will be popping in stores around the UK and we will also be launching in the US in the next few months.

Have you seen any changes in the industry since you started working in it? Where can it do better? Where do you hope to see things in the next several years?
It’s wild to think that only 6-8 years ago inclusivity, diversity, and sustainability wasn’t a common conversation being had amongst mainstream brands. We have come far, but we have a lot more to do. Whilst I am frustrated with the lack of authenticity and honesty I am seeing with a lot of brands that use buzz words to help them tick a box – I would rather this than nothing said all! 

There are some incredible brands doing incredible things for their customers and planet and I just hope that we as brands can encourage and educate our consumers so we can all do our bit for people and the planet.