Christine McGuinness has launched Being Wear in the UK, an inclusive underwear range designed with neurodivergent people in mind. The 38-year-old TV star and autism advocate posed for campaign images to mark National Underwear Day.
Campaign Highlights Sensory-Friendly Design
Christine, who was diagnosed with autism in 2021 and has three autistic children—twins Leo and Penelope, 12, and daughter Felicity, 9—with ex-husband Paddy McGuinness, teamed up with the Australian brand to promote the importance of sensory-friendly clothing.
New research found that 71% of Brits have experienced physical discomfort from their underwear due to seams, tags, or tight waistbands, while 61% admitted to secretly adjusting their undies in public. Gen Z appears to struggle the most, being twice as likely to feel uncomfortable.
Christine's Personal Connection
Speaking about the campaign, Christine said: "As someone who is autistic myself and a mum to three autistic children, I know how much comfort in clothing affects your everyday life. A seam, a tag, a waistband that sits wrong, these things matter more than people realise. Being Wear has built something that works for bodies and minds like ours. I'm proud to help bring it to the UK, where I know so many families have been waiting for exactly this."
The gender-less, breathable underwear was created by Andrew Whittle after he watched his own daughter struggle to find pants that didn't irritate her. He commented: "We're here to make underwear that fits properly, feels good and gives everyone the freedom to feel like themselves. Bringing that mission to the UK alongside Christine, whose lived experience and powerful advocacy make her such an authentic voice for this community, is exactly the partnership we hoped for."
Social Media Announcement
In an Instagram post, Christine added: "Comfort, confidence and simply being yourself, That's what @being.wear is all about."
