As I like to say, Hedonista was born out of darkness. It was November 2020, we were going into yet another lockdown and the night was winning over the day, plunging us into darkness just after 3pm.
I had started learning to draw, trying to save myself from depression. I even started an Instagram account to exhibit my art to the world, and to get inspired by others. And I think that's when Hedonista was born. I was stunned by the beautiful visions that visual storytellers can create, and the huge role that clothing can play. Especially lingerie, which, by being invisible, grants us unlimited freedom of expression.
That is, while wearing a customer service uniform at work, underneath we can be wearing a decadent sheer ensemble. Or underneath a business suit, there could be a provocative BDSM-like set of leather straps. Lingerie gifts us the possibility of expressing our innermost selves, in spite of the restrictions that the outside world lays upon us.
But, strangely, as ubiquitous as clothing is, I felt there was a gap in the UK market regarding beautiful and comfortable everyday lingerie for every body. And this is the reason that Hedonista was born. We are dedicated to making stunning luxurious lingerie that looks as good as it feels. We think that buying underwear should be a rewarding and pleasant experience, avoiding stress and disappointment. We believe that every body is gorgeous and should be celebrated. We seek to accentuate the natural beauty of the figure with our minimalist designs and clean lines.
So, I guess, for me, the creation of this brand was a return to myself, to the adventure of exploration and expression. It is an ode to the primal feeling of self-delight, to freedom and the triumph of personal expression over the everyday status quo.
— Margarita Ivanova, Founder