Ms A London: Gender-Affirming & Fit-Appropriate Lingerie Solutions

By ASI EFROS“Ms A London is here to change the way the Transfeminine community buys lingerie—and eventually, wider fashion,” said Bok Goodall, a 20-year lingerie industry veteran and creator behind this history-defying brand, in an exclusive interview for Lingerie Briefs magazine.

Q: Can you tell us what motivated you to focus on designing for the Transfeminine community?

A: Having friends in the Trans community, I have often thought something was missing in the offerings for this customer. It became clear that there is very little available that isn’t basic and unstructured or overly fetishized but offers everyday, beautiful garments that are gender-affirming. This brand is so important, particularly in today’s political climate. We should all be standing up for what is right and supporting the Trans community. This is now more than a lingerie line. It will take one brave collaborator to make history and bring this mainstream with me.

Q: How many collections have you developed, and in what direction is the brand evolving?

A: This is the first collection—a tight range of five pieces of shapewear/solutions wear. These are pieces that will make a difference in day-to-day life—styles that are wearable, comfortable, safe, supportive, and wrapped up in a beautifully designed package!

Q: Can you explain the work you’ve done to create a global sizing system for the Transfeminine community?

A: I assumed that sizing existed for this customer and researched everywhere to find it. This led me to contact The British Standards Institution to ask where I could find this information. The British Standards Institution invited me to join their Clothing Sizing Committee to provide insight into the sizing needs of the community and how standards may need to be adjusted in the future, as this information does not currently exist anywhere.Q: How has working with The British Standards Institution shaped the development of the brand and its impact on the industry?

A. It is so exciting to see the points I have raised being translated into future standards. I was at a meeting recently, and some of the measurements I highlighted as important for this community are now being considered. This impacts clothing on a global scale for the future, and the community is now being considered in a way that has never happened before—something I am very proud to be part of. I am excited that I will launch a product using the FIRST GLOBAL SIZING SYSTEM for this customer.

Q: What other aspects of your brand (besides fit), from design to customer experience, are unique to Ms A London and have to be done differently?

A: Every woman deserves the right to beautiful, well-fitting lingerie and underwear. For some, this ‘luxury’ is not an option, and they find themselves ‘making do’ with lingerie that is not intended for their body type or driven to wear layers of garments. Our garments are constructed in beautifully soft, breathable microfiber. It is so important to me that the garments are both beautiful and sophisticated in appearance while also being functional! Fabric choices take health aspects into account—whether the wearer is on HRT or has had surgery. There are no wires to prevent discomfort for those with new breast tissue. Everything in Ms A London is designed to create the most feminine shape possible, with waists nipped in and pockets to pad areas if the wearer desires. Some details trick the eye into perceiving a narrower silhouette across the shoulders and waist.Q: What were some of the biggest challenges you faced while developing this collection?

A: Funding is the biggest challenge. I know how much it costs to launch a lingerie brand—I have acted as a brand strategist in the launch of over 20 brands in the UK and US, and I do not have the type of budget required for a full launch. I am currently bootstrapping everything, working with my excellent industry relationships to push forward, and am now at the point of seeking investment—perhaps through crowdfunding.

Q: What are your goals for the future of Ms A London?

A: My main focus for 2025 is to raise investment to build and grow Ms A London as the first mainstream global lingerie, swimwear, and solutions brand for the Transfeminine community—to truly deliver on the promise of beautiful garments that are thoughtfully designed with this body type in mind, offering fit, comfort, and security. By disrupting the fashion industry and traditional sizing notions, we aim to offer gender-affirming garments to an underserved, often marginalized, but growing customer base, creating a life-changing experience for many thousands worldwide.Although still a relatively new brand, Ms A London has already received global recognition from the press and both the intimate apparel and Transfeminine communities. It also won a competition to secure a space at Curve NY. Ms A London’s photo campaign was a finalist in the Photographer of the Year Awards Brand Advertising category, competing against major ad campaigns.

To learn more about Ms A London, reach out to Bok Goodall—an extraordinary designer, founder, illustrator, brand strategist, and lingerie industry expert. Visit www.msalondon.com or follow @ms_a_london on Instagram.