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With its youthful aesthetic and confident approach to design, the Nasty Gal brand has made legions of fans since its official launch in 2012. The label has a vintage heritage, having grown from the vintage shop of the same name that was established in 2006 by business owner Sophia Amoruso. The Nasty Gal lines still include numerous vintage pieces, as well as own label designs, and this is one of the reasons why it has grown so popular. The label is aimed at the body confident young woman who knows how to dress for her shape and the designs are on trend and often unique, perfectly designed for the female form. This is particularly evident in the lingerie line, which picks up on bondage style trends while also ensuring enduring femininity with the use of delicate lace and sheers.