After years of the perfect body diktat, inclusivity has taken hold in the world of lingerie


Recent advertising campaigns by lingerie brands highlight the diversity of bodies, styles and skin colours. They do not hesitate to recruit their models on social networks, as Rihanna recently did for her Savage x Fenty brand. Stretch marks are visible and shapes are highlighted.

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Photo Credit: Savage x Fenty 2020 campaign

The more traditional brands also display a “bodypositive” discourse: EtamOysho or Rouge Gorge lingerie.

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Photo Credit: #FeelFree 2020 ETAM campaign

The small brands are not left out since their DNA is based on this principle. Their raison d’être is to sublimate all women and to denounce the diktats of fashion since their creation.

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Photo Credit: Mina Storm

In order to be able to offer products in line with their new image, lingerie brands are innovating by developing new technical processes. Chantelle has developed a range of stretchy underwear called “Soft Stretch“. Thanks to its seamless stretch knit in Polyamide/Elasthane, certain models can be adapted from size 34 to 44. In the same vein, the English swimwear brand “Youswim” offers an entire collection of ultra-stretchy one-size-fits-all swimming costumes. The models featured are unfiltered and uninhibited.

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Photo Credit: You Swim

Other solutions make it possible to respond to the diversity of morphologies. Like the Prêt-à-Porter, lingerie is reviving the idea of half-measure and made-to-measure. The digital brand LOLO offers its customers to take six measurements on the chest. An algorithm selects the perfect size for the customer from the fifty-seven sizes developed for bras. Maison Finou goes even further in its approach. The brand’s creator receives her customers in her workshop in order to co-create with them models that meet their needs and that fit their bodies perfectly.

Photo Credit: Lolo Paris

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