Everlane taps one of our favorite HBO girls, Jemima Kirke for it’s latest undergarment campaign. The #LoveYourUnderwear slogan cites a ‘No frills. No bows. No bullshit.’ messaging for women, perfectly mirroring Kirke’s on-screen personality, Jessa.

Everlane is a mission-driven brand, practicing fair wages and eco-conscious manufacturing in its production process. After about forty prototypes and two years in the making, the ethical brand has finally released its goods. And it’s coming for your underwear drawer.

Images sourced via Everlane.