The word lingerie is a word taken directly from the French language, meaning undergarments, and used exclusively for more lightweight items of female undergarments. The French word in its original form derives from the old French word linge, meaning ‘linen’. So “faire le linge”, comes to mean “do the laundry”. In English it means women’s underwear or nightclothes. Lingerie as a word was first used to refer to underwear and bras in 1922. Informal usage suggests visually appealing or even erotic clothing. Although most lingerie is designed to be worn by women, some manufacturers now design lingerie for men.
In a society where putting your sensuality forward is very badly perceived, Kookie lingerie makes the bold choice to sell underwear highlighting the sensuality of women. Behind all this, we can see that the company does not sell to sell, it is also in an educational approach encouraging not only women to become aware and assume their sexuality but also to men that there is a share of the woman they had failed to appreciate.