Home / ‘Secret Society’ Offers A Racy Blend of Feminism, Sex and Lingerie Shopping
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With a name like ‘Secret Society’, the new e-commerce venture from LiveFAST magazine sounds like a girls’ teen novel complete with tree-fort clubhouse, mysterious rituals and a ban on boys.

In fact, it’s a very adult destination for the kind of spunky, adventurous girls who grow up cherishing their independence as much as their expressive tastes in fashion and sex — boys optional.

LFM‘s Secret Society is really just a webshop selling a curated range of provocative lingerie brands, but it’s wrapped in a female-empowerment narrative delivered through the magazine’s glamorous (and slightly NSFW) editorial work.

Secret Society is about empowering women and body positivity from a female point of view,” LiveFAST founder and editor Vivianne Lapointe told Lingerie Talk.

“It’s about women celebrating themselves. We want to show you can be a lingerie model even if you are not a model. You can be a sexual woman and still be strong.”

Each quarterly update of Secret Society — which is actually named after the scene in Cruel Intentions where Sarah Michelle Gellar teaches Selma Blair how to French kiss — will feature a guest photographer and profiles of four “strong, sexual” women and the high-end underthings they model for the magazine.

Secret Society aims to hit all the progressive, on-trend hot buttons that resonate with millennials: it’s sex-positive, body-affirmative, third-wave feminist and promotes “a true appreciation of natural beauty.”

It’s also hoping to show confident young women how pricey lingerie collectibles can be an essential part of a typical modern girl’s toolkit.

The first installment of Secret Society debuted earlier this month and profiles four young women (below) with different life stories, creative talents and body types, all of whom have some connection to the magazine. Mixed-race model Julia-Elise Childs, for example, is a writer and “intersectional feminist”, while petite Natalie Krim is an erotic illustrator. Only one of those featured, LFM staffer Danielle Alcaraz, is a professional model.

Lingerie brands featured in both the editorial photos and Secret Society store lean toward edgy, erotic independents and include Curriculum Vitae, Bodybinds, Hot As Hell, Clare Bare and Maison Close.

The choice of photographers is a key ingredient in the Secret Society mix and its efforts to convey an authentic portrayal of what Lapointe calls “femininity in all of its might.” The current series was shot by California visual artist Olivia Shove while the next edition, due in late March, will be helmed by Swedish model, photographer and all-round It Girl Arvida Bystrom.

“We are committed to showcasing creative, intellectual, sexual women that have a story,” Lapointe said, adding that future editions will present a diverse cast that includes older models, trans models and a variety of body shapes and ethnicities.

Julia-Elise Childs
Natalie Krim
Danielle Alcaraz
Brynn Wallner

Photos by Olivia Shove

LiveFAST — an acronym for Fashion, Arts, Sex, Travel — was launched in 2010 by Montreal native Lapointe and reaches about 100,000 viewers monthly with its racy blend of travelogues, interviews and fashion lookbooks. The magazine’s ongoing ‘Lingerie Guide’ series, which profiles emerging indie brands, has been one of its most dependably popular features, so the decision to attach a lingerie e-shop onto the site was a no-brainer.

“We looked at how readers are responding to our content,” Lapointe said. “Since we already have a niche in that area, we’re just catering to that need.

“It’s also a personal thing for me,” she added. “It’s what I’m most passionate about. I want to encourage women to build their own lingerie collections.”

Secret Society‘s debut included a lengthy manifesto that, among other things, urges readers to “understand the power you hold as a woman” and to “honor the golden rule of womanhood — you must love yourself before attempting to love anyone else.”

Lapointe, 32, self-funded LFM from the beginning and last year raised more than $77,000 in a hugely successful Kickstarter campaign to finance the magazine’s first print edition.

LFM also just launched a limited-edition 120-page print version of its Lingerie Guide called The Blooms and the Bees, featuring brands such as Eres, Fleur Du Mal and others. Also in the pipeline for the busy magazine are an upcoming T-shirt collection, art and photo prints, and stationery “related to femininity and female beauty.”

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