Ida Lahtinen, the founder of Deva Lingerie, a women's lingerie store in Pori, Finland, shares insights into the unique emotional landscape women navigate when shopping for lingerie. Many women express discomfort with their bodies and seek to avoid mirrors during fitting, which reflects deep-seated insecurities and feelings of shame. Lahtinen emphasizes that the fitting room serves as a space for vulnerable conversations about personal struggles that women may not feel comfortable discussing elsewhere.

The stories that emerge in her store range from seeking beautiful lingerie for special occasions, such as a husband's funeral, to wanting something vibrant and cheerful, often juxtaposed against ongoing battles with eating disorders or depression. These encounters underscore the essential need for empathy and understanding in a retail environment that many might think is merely about clothing but is, in fact, deeply intertwined with personal experiences and emotional well-being.

In this context, Lahtinen's approach is both a business model and a therapeutic space, where women can feel safe to express their vulnerabilities. By acknowledging the emotional weight behind lingerie shopping, Lahtinen promotes a more compassionate and supportive atmosphere in her store, encouraging women to embrace their bodies and their stories, regardless of their paths.