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The shade ‘nude’ has an extensive history of exclusion. From cosmetics to fashion, 'nude' has been consistently tailored to a one-tint-fits-all approach — typically porcelain, ivory, and beige hues painted as “universal.” Growing tired of the industry’s lack of true-to-life nudes, particularly in shapewear, Ade Hassan, founder of pioneering lingerie and hosiery brand Nubian Skin, set to redefine nude with her expansive range of fleshy brown undergarments made for women of colour. We recently caught up with her to chat about inclusivity in shapewear, the brand’s impact, and her best-loved Nubian Skin pieces.
AMAKA: It’s been seven years since the launch of Nubian Skin and the viral Instagram post that catapulted much-needed conversations on inclusivity in the shapewear industry. How has the brand's journey been so far? Any unforgettable highlights?
Ade Hassan: It’s been an interesting journey, and it’s hard for me to put it into context being so in the midst of it. I’ve moved production from China to Europe to be able to be more sustainable and focus on quality. We’ve won numerous awards, and the highlight of those was being awarded an MBE for service to fashion by the Queen, which meant I got to take my husband and parents to Buckingham Palace. We’ve had amazing celebrities like Beyoncé, Jourdan Dunn, and Lizzo wear our items, which all happened organically, so it felt extra special. The biggest highlight is that we’re still in business and that I’m still excited about what we have in store. Being a small, independent business can be hard work, and external factors like COVID and Brexit haven’t made it easy, so I’m really proud to just still be here and having made a big impact on the industry.
AMAKA: What motivated you to start a lingerie and hosiery line? And what was missing from the industry that inspired your early thinking of the brand?
AH: I always knew I wanted to become an entrepreneur, [I was] just not sure what I wanted to venture out into yet. It wasn’t until 2014 that I decided to make a career change and quit my finance job to follow my dream in entrepreneurship. For years, I couldn’t find the right match in tights and underwear for my skin tone. At the time, I was working in finance where my day-to-day uniform consisted of white blouses and legs graced in sheer tights that were part of the corporate dress code environment. My frustration at the lack of diversity and colour representation for darker skin tones in women’s lingerie and hosiery encouraged me to decide it was time to promote a ‘different kind of nude’.
Nubian Skin was essentially born out of my own frustration of not being able to find what I wanted in the shops. For years, I wanted to be able to walk into a department store and find nude tights, bras, or camisoles in my skin tone. When I couldn’t find that, I thought I should try to create it!
AMAKA: Nubian Skin is now the blueprint for inclusive nudes in the lingerie market, and in the past three years, we’ve seen a multitude of brands scrap the one-nude-fits-all approach with undergarments to cater more to women of colour. How does it feel knowing you’ve had such a revolutionary impact on the fashion industry?
AH: No other brands were doing this when we started, so it’s been interesting to see a change. I don’t think we will see equality until Black, Asian and mixed-race women can walk into any shop and find nudes in any tone that a white woman could. In recent years, the high street has also been pressured to recognize their customers from minority backgrounds, which makes me happy to know that companies are acknowledging [this]. It is pretty amazing, knowing that the decision I made to create Nubian Skin was a huge catalyst for transformation across the industry.
AMAKA: What does inclusivity in the lingerie category mean to you? And how does your brand ensure that all tones, shapes, and sizes are catered for?
AH: For me, inclusivity means representation. We have four tones, which I created from scratch as there was no template. I created the template for all other brands that have followed in our footsteps. We don’t yet cater to all tones, and sizes, but we have an incredible breadth given we are small and independent. Our sizes range from a 30 back to a 40 back, and we go up to a G cup. We also carry XS to 3XL. That being said, I would love to be able to offer more in all those categories, and as we continue to grow, I hope to be able to do so.
AMAKA: What makes Nubian Skin stand out from other lingerie and hosiery brands?
AH: Our Authenticity, Quality, and Ethos. There will always be competition, it’s just important for me to focus on my path and actualize the vision I have.
AMAKA: How do you want women of colour and new customers to feel in Nubian Skin?
AH: To simply feel confident in their skin.
AMAKA: What is the most rewarding feedback you’ve gotten from your customers?
AH: There are two emails I’ll never forget. One was from a young student in rural UK, and she mentioned how there was no one who looked like her where she was from, so it was really amazing for her to find a brand that made her feel represented. She said she was saving to buy her first bra. The other was from an older lady, who was in her 50s or 60s, and she said she had basically been waiting her whole life for it.
AMAKA: A few personal favourite pieces from your line?
AH: I love so many things! Particularly post-baby and during the pandemic, I have been wearing the Organic Cotton wireless bra paired with the Organic Cotton high-waist brief almost daily. Then the Naked Collection bodysuit and full slip are in regular rotation because they’re so necessary for so many of the things I wear, like wrap dresses or blazers. I’m also very partial to the Plumetis bodysuit, a definite favourite under a dressy blazer.
AMAKA: What’s next for Nubian Skin?
AH: It’s been a very busy year in 2021. We restarted selling wholesale and have exciting partnerships with John Lewis, Net-A-Porter, and Urban Outfitters (USA). I’m excited to continue growing the brand, and introducing some beautiful new collections — keep your eyes peeled!
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