Bloody Mary Lingerie is designed and created by Bloody Mary (an alter-ego), a fashion student living and working in Buenos Aires. Beginning three years ago, Bloody Mary Lingerie strives to bridge the gap between the light and dark sides of every woman. Representing her internal battles between the girly and sensual through her designs, Bloody Mary said, "I think we can show our individuality with universal resources, such as colors. Colors are feelings and you can decide how to look every day." Bloody Mary Lingerie designs include hot pink bustiers and black panties along with white lace and some flowy designs. Bloody Mary places an importance on choosing models to represent her brand who are interesting and not your "girl next door" beauty in an effort to abolish beauty stereotypes. When asked about the color pink, she said, "Pink is complicated... you love it or you hate it. I think we, as a society, need to liberate pink."