We create lingerie for women during breastfeeding that supports not only the body, but the inner state. For us, it is important that during motherhood, a woman does not lose connection with herself — with her sense of beauty, confidence, and presence. Generation B is well-being lingerie where function, aesthetics, and care exist as one.

How it all began

The idea for Generation B was born from the personal experience of its founder, Anisa Gataullina: motherhood lived far from a familiar professional environment and from a previous version of herself. It is a moment when the body, identity, and everyday reality change at the same time.

Anisa has more than ten years of experience as an engineer in the chemical and oil & gas industries, working across different projects in Russia and Mexico. This technical background defines the way the brand’s products are conceived.

The idea for Generation B emerged in Mexico, during the first months of her son León’s life. During that period, it became clear that while breastfeeding, lingerie is the most constant garment in a woman’s wardrobe: it accompanies the body day and night.

And yet, for a long time, this category has offered mainly utilitarian solutions — without considering a woman’s emotional state or her need to continue feeling like herself.

The first pieces were developed in an experimental atelier in the heart of Saint Petersburg, Russia, where engineering, construction, and form were approached as one system.

Design approach: women at the core

At the heart of Generation B’s design is an attentive attitude toward women and their real experience. We design lingerie not from abstract standards, but from how the body lives and changes during breastfeeding.

The founder’s engineering background shaped a particular vision of construction: form should support, not restrict. We see the body as a dynamic structure that requires adaptability, softness, and precision.

Each piece is created with physiological changes, movement, and a woman’s rhythm of life in mind — without pressure, and without compromising between comfort and aesthetics.

Local production and materials

We create our pieces locally, in small batches, in a professional atelier in Mexico City (Mexico) and Saint-Petersburg (Russia). This format allows us to maintain precise quality control and approach each piece with attention and care.

Approximately one quarter of the construction process is completed by hand, by experienced artisans for whom craft and precision are essential. Handwork is especially important in complex constructions and when working with delicate materials.

We use premium materials sourced from different countries, selecting every component for comfort, durability, and feel against the body. Our metal hardware is custom-made and carries the Generation B mark.

We design lingerie made to last. That is why Generation B pieces come with a lifetime guarantee, as part of our philosophy of responsible consumption and respect for what accompanies a woman over time.

Stories Behind the Brand
BURO. destacó a Generation B entre sus novedades editoriales

BURO. featured Generation B among its editorial highlights

|Anisa Gataullina
BURO. featured Generation B as a Russian well-being lingerie brand for women who breastfeed, highlighting its first collection and its aesthetic perspective on this stage.