Local underwear brand Gugu Intimates is a brand which has finally changed the norm of "nude" underwear meaning beige rather than an array of beige to brown tones.

Between 10and5 editor-in-chief, Stefanie Jason notes how it is "only now, after centuries of work put into developing fashion, the entertainment industry, beauty products and more, are our needs as black people (hell, pretty much all marginalised groups) included and catered for."

In light of this, Between 10and5 celebrated the empowering New Naked range by Gugu Intimates with this Glow Up Party shoot (below), featuring five beautifully diverse local creatives. 

Read the full article here

Palette appreciation. Our latest campaign inspired by pro-brown intimates brand @guguintimates ?? Full shoot on @10and5 site ??

A post shared by Stefanie Jason (@stefanie_jason) on

Read more: 'The New Naked' - black women in SA finally get lingerie for our skin colour

Read more: See all the glorious products from the debut Fenty Beauty collection

Photography: Lauren Mulligan

Production: Stefanie Jason

Creative direction: Lee-Ann Orton

Assistant: Aimee-Claire Smith

Make-up artist: Alex Botha of Lampost (using Dermalogica products)

Graphics: Tiger Maremela

Models: Nkulsey Masemola, Lisa Ally, Boitumelo Rametsi, Nolwazi Tusini and Luke van der Burg