Bust Portraits : Maria Lager
This month’s Bust Portrait features Maria Lager, co-founder and Brand & PR Director of Understatement, a female-run company that focuses on creating underwear that is both comfortable and flattering
We loved hearing her reflections on building a brand that highlights women as they are, and how Understatement has flipped the script on intimates, turning a staple into a statement.
Phone call or message?
Message. It suits the pace of my days and lets me respond when I actually have a moment.
What is your favourite time of day?
Early morning. The house is quiet, and I can think clearly before the day accelerates.
Tell us about a day in your life at Understatement.
After the morning routine, the day usually starts with product reviews or fittings. The middle of the day is a mix of creative decisions, campaign planning, and bigger strategic discussions. Afternoons shift between focused work and whatever logistics life throws in. After dinner, I often reopen my laptop for an hour to wrap up the day. It’s a blend but it’s ours.
What’s your favourite thing about being part of a dynamic trio of female founders?
The balance. We challenge each other, trust each other, and move faster because we’re not afraid to be direct. It makes building the brand more honest and more fun.
Photo from Medium Magazine.
What does your ultimate Saturday look like?
A slow Saturday morning with a long breakfast. Daytime spent with the kids, something outside, something easy. And in the evening, time with my husband or friends, good conversations, and plenty of red wine.
What is the greatest joy your work brings?
Seeing women feel genuinely comfortable in something we created. It’s a simple goal, but it’s the core of everything.
What do you prioritise to feel most confident?
Comfort and intention. If what I’m wearing feels good and I know what I’m focusing on, I’m steady.
The Bare Necessities
Favourite book :
A Man Called Ove by Fredrik Backman.
Most worn item of clothing :
Blazers. Always. They make everything feel more polished with zero effort.
With Valentine’s and Mother’s Day coming up - what’s the best present you've ever given or received?
Anything experience-based. Spa days, trying something new, even go-karting, those moments stay with me much longer than physical things.
One thing in your home you couldn’t live without:
My coffee machine.
The Hustle & Bustle
Favourite view :
The sea.
Favourite city :
Copenhagen.
What are you most excited for in 2026?
Growing the brand in a way that stays true to our values. There’s so much we haven’t explored yet both in product and direction.
