The idea of ‘sexy’ is realness. That’s the code the lingerie brands of the next generation are working with. And this means that intolerance is not tolerated. Body policing and fat shaming is prohibited. Stretch marks, scars, cellulite, body hair and all manner of beauty marks are appreciated. There are no rules or age limits, and respect for everyone is mandatory.
To these new players, real women rule and any body type, or boob type, should be seen and celebrated. Many have charts that help you figure out your own shape (are you athletic, a bell shape, an east-west?) and tell you how to shop for your own personal curves.
The brands are digital- and data-savvy, harnessing the power of social media to generate conversations about empowerment, self-love and inclusivity. Oh, and they make damn comfy intimates, too. Read on to learn about these brands that are changing up the lingerie game with their refreshing take on designing with diversity.
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Text: Jill Alphonso / Photo: ThirdLove