Ms A London

Ms A London: Because Trans Lives (and Lingerie) Matter

  |   By Elisabeth Dale

February is LGBT+ History Month in the UK, and the theme for 2021 is Body Mind and Spirit. This makes it the perfect time to introduce my readers to an excellent and much-needed new UK lingerie brand. Launching later this year, Ms A London is specially designed and developed for Transgender women, Transfeminine, and Gender Non-Binary individuals presenting as female.

First, a little bit about the founders behind the brand: Bok Goodall is a lingerie designer and illustrator responsible for creating and launching several successful brands. She is a fierce LGBTQ+ ally and works to increase visibility and inclusion for the Transgender community. Winn Austin is an actress, model, stylist, and legend of the London nightlife scene. She volunteers within the LGBTQ community and strives to create an authentic and positive representation of the Transgender community.

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In 2019, after talking about creating a brand together for more years than they care to remember, Bok and Winn felt it was time to take the plunge. Their initial collection offers solutions to the community in a way that no one has done before. As Bok told me:

Lingerie is the first thing we put on every day, and so it’s only right that everyone has access to lingerie that fits them and is created with their body type in mind.

Their launch collection includes pieces that offer the wearer the opportunity to create a more feminine silhouette by nipping and tucking where necessary and adding the curves and swerves where they want them. This feature also gives consumers the potential to add as much as they want!

body shapewear for transfeminine women

The ‘magic slip dress’ adding swerves and curves, worn with the non-wired plunge bra.

The brand focuses on comfort and wearability. Creating styles with a Transfeminine body in mind gives the wearer the confidence that one garment will do what—perhaps in the past—was only achieved with multiple garments. Above all, Ms A London wants their customers to be comfortable while being fabulous!

Part of their mission is to involve the community in decisions around fit and comfort. The pandemic, unfortunately, put a halt to any gatherings. As soon as it is safe to do so, they'll be starting these groups again.

bra and panties for transgender women

Non-wired bra and high waist briefs           

transfeminine lingerie

Trans Pride suspender bodysuit

As a multi-racial company, they will be as inclusive as possible regarding skin tone garments. They want everyone that wears Ms A London to feel seen and valued.

Support from the lingerie industry has been humbling, both from other brands and publications. Underlines Magazine, the UK’s premier industry magazine continues to help get out their story. Inspire Intimates are also significantly involved in developing the brand. In 2020, they had the good fortune to be introduced to Guido Campello, the co-CEO of Journelle. Known and respected worldwide as being one of the best lingerie boutiques in the world, they'll be stocking Ms A London at launch.

They would love to hear from anyone who wants to know more about Ms A London. For instance, once Bok and Winn can open up their focus groups, they hope you'll get in touch with them if this interests you.


A year of stops and starts has given Bok and Winn time to focus on creating the fit and comfort they want to achieve—without losing any crucial aesthetics. For that, they can thank the global pandemic! During this sampling and fitting time, they realized that nothing represents the community regarding a sizing standard. In other words, anything a Transfeminine customer buys is speculative when it comes to sizing and fit. In other words, there is a lot of trial and error to find something that works.

Trans Lives Matter

Trans Lives Matter

Deciding to do something about that, MySize was born. MySize is a non-profit organization researching and developing a lingerie sizing standard for the community, creating visibility and inclusivity through fashion. This work will create a globally recognized standard. But first, they must raise funds to carry out necessary R & D. Check out their site and consider donating if you can.

If you want to learn more, please follow Ms A London and MySize on Instagram. They would love to hear from you.


All photography: James Lightbown 

Model: Winn Austin

Creative Direction: Bok Goodall

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