Last month we published a Models Direct review of Benetton’s latest advertising campaign, featuring diverse models including transgender Brazilian, Lea T. This week we have read of a new campaign featuring transgender models who are promoting lingerie designed specifically for the transgender community.

Chrysalis Lingerie has released a series of promotional videos about its products over the last two years, such as this one below that features stunning transgender model Pitcha and her thoughts on Chrysalis’ lingerie range.

On the ‘About’ section of the Chrysalis website a mission statement and description of Chrysalis products states: “As a brand, Chrysalis takes Transgender Women beyond the marginalization imposed by the media and society and represents them as beautiful intelligent women with prowess, and the embodiment of feminine sensuality.

Our elegant bras and panties are made with luxurious fabrics, seductively designed to make you feel beautiful. Bras made to hold custom full-cup inserts and panties that effectively tuck, hold and smooth out for the perfect seamless look.”

But is there a big market for specialist transgender focus lingerie? Chrysalis co-founder Cy Lauz says there is.

“A lot of women have been waiting a long time for something like this,” she told Lingerie Talk. “Speaking from personal experience, I found no products that specifically cater to transgender women. There are some things for cross-dressers and drag queens, but they’re all sexually exploitative.

“I wanted a product that actually celebrated who we are, something that made us feel beautiful but is also practical. Chrysalis wants to change how transgender people are viewed. We want to make people look at transgender people as human beings.

“We’re done hiding. We’re done keeping quiet. We are a very diverse community, we do exist, and we have explicit needs. We all have one common denominator — we’re all still human beings. And we want to be acknowledged for who and what we are.”

Chrysalis Lingerie’s collection is simple and minimal. Models Direct expects that it will be a big hit and wish the company all the best with it.