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.
The more traditional brands also display a “bodypositive” discourse: Etam, Oysho or Rouge Gorge lingerie.
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.
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.
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.
Subscribe to our newsletter for more articles!
If you would like more information contact us here or by e-mail at contact@greenybirddress.com
What is Cradle to Cradle certification?
While the trend is to go green, the sustainability of products has never been more in question. In response to this situation, the "Cradle to Crad...
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 ...
Avatars, a business opportunity for fashion brands
The digital transformation of fashion is accelerating. As part of these new digital ways to represent one's brand online, virtual influencers and ...
Linen clothing: an eco-responsible alternative
Awareness of the textile industry and its many ethical and ecological problems is growing and new players are entering the market. Retailers and b...
Turn coffee grounds into an innovative and resistant textile!
Recycling your morning coffee may not seem that important to you. However, you could participate in the making of an eco-friendly jacket! Indeed, ...
The use of recycled materials
Do you have questions about recycled materials? What are the advantages and disadvantages? How do you use them? Greeny Bird Dress has investigated...