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Fashion

Meet The Lingerie Brands Who Are Changing The Industry With Their Diversity

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Fashion

Meet The Lingerie Brands Who Are Changing The Industry With Their Diversity

June 5, 2019

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

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https://www.womensweekly.com.sg/gallery/style/best-lingerie-brands/
Meet The Lingerie Brands Who Are Changing The Industry With Their Diversity
1. Best lingerie brand for the perfect skin tone match: TruNude
custom

Your foundation can now match your skin perfectly (Thanks, RiRi). Why shouldn’t your bra? TruNude founder Danai Pointer is all for this. To shop her store, you download an app and upload a selfie or picture showing your shoulder (in daylight, no flash). For best results, stand near a white wall or hold a white sheet of paper in your pic. Pointer and her team will then match fabric to what they see in the picture. The intimates themselves are cool on the skin, made as they are from sustainable bamboo fabric. Each piece is handmade in Los Angeles, for women by women. There’s just a bralette, a T-shirt bra and undies for now, but we sure look forward to seeing more. Bear in mind that right now, there’s no international shipping. But when has that ever stopped us?

http://www.mytrunude.com/

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Just a few of the skin tone matches captured by a daytime selfie. Your #trunude is one snap away. And trust us when we say our bamboo #feelssogood

A post shared by TruNude™ (@trunude) on Oct 10, 2018 at 5:39pm PDT

2. Best lingerie brand for the girl who needs Asian fit: I’m In xx
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This Singapore brand is a gem. The fit is tailored to the smaller frame with the cups a bit closer together, and band sizes set to wrap around you without gaping. The non-slip Wireless bras, which can be rolled up (yes, girl, ROLLED UP) and packed into a suitcase are super-comfy and come in different designs, from basic to sexy push-up styles. Everything is affordable, at around $39.90 each.

https://iminxx.com/

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Forest Green or Black? What’s your pick? The very supportive wireless bra! Shop online at iminxx.com or try them on at our flagship store from 11/5(Sat) onwards, Xx #iminxx

A post shared by I’M IN XX (@iminxx) on May 9, 2019 at 9:59pm PDT

3. Best lingerie brand for the woman with the half cup…and more: ThirdLove
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Being a half-anything is a terrible thing. Half-awake, half-aware, half-asleep… Stuck between worlds, none of these is good. But being a half-bra size now rocks! That’s because ThirdLove has nailed it on this front. There are 78 sizes which include sizes 30 to 48 bands (sizes 30 to 48!). Half sizes for cups come in a dizzying array of styles, including wireless designs. Use the Fit Finder, which says size doesn’t matter, but the shape of your boobs is crucial. The guide and its illustrated shape “dictionary” helps you out tremendously in choosing your style because you could be an East West (nipples point in different directions) or an Athletic (wider, more muscular breasts with less tissue. Whatever shape you are, own it. That shape, by the way, can change up to six times in your life, depending on factors such as age, or whether you’re breastfeeding.

https://www.thirdlove.com/

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#GotItFromMyMama

A post shared by ThirdLove (@thirdlove) on May 11, 2019 at 8:34am PDT

4. Best lingerie brand for the girl who wants to rule the world: Lively
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Founder Michelle Cordeiro Grant, the daughter of Indian immigrants and former Victoria’s Secret high flyer, asked herself this when starting Lively: What could happen with the world if women actually lived to their full potential versus living in the safe zone? Thus, one of Lively’s taglines is “Today bras and undies, tomorrow the world”. This translates into uber-functional intimates for everyone from smaller ladies to busty babes. The no-wire range is a life saver, with long-lined options to strapless pieces in this range. No international shipping here yet, so order when you’re abroad.

https://www.wearlively.com/

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Take your pick! The Mesh Trim No-Wire in Warm Oak & Toasted Almond ✨ #livingLIVELY #GoNude⠀ ⠀ Shop your nude online at wearlively.com or IRL at The LIVELY Experience Store, 242 Lafayette Street, NYC!✨⠀

A post shared by LIVELY (@wearlively) on May 9, 2019 at 6:23pm PDT

5. Best lingerie brand for the girl who thought she had it all: Perk By Kate Custom
custom

Kate Low, founder of Perk By Kate, needs little introduction. Women have been wearing her comfort-driven bralettes since 2012, and she’s been the champion for smaller girls, making bras that enhance even the littlest of chests (that said, a new fuller cup range has recently been released). We’re here to remind you that Low also offers custom designs. You can riff off an existing design (there are some 120 to choose from), choosing a new lace or fabric for the design, changing it from a T-back to a cross back, or switching up the hardware (rose gold or gun metal clasps and hooks, anyone?). Low can be present to consult with, measuring you for a precise fit and noting whether you like less or more coverage, whether you need cups that are closer or wider apart, and even if you like to wear your bras looser or tighter.

The most exciting part is where she walks you through her fabrics and exceptional laces, sourced from Vietnam, China and Latvia, and coming in shades from lavender to forest green and burgundy. Come to Low armed with a “capsule collection” of tops and dresses from your closet, and have her advise you on the best styles that work with your clothes. Prices start at $79, and a custom order takes two to three months to complete.

https://www.perkbykate.com/

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Teal, navy, olive, charcoal and peach – some of the colours that will be on display at our @essethelabel x perk by kate pop up at @askafrench’s home studio at Eng Watt Street, on 3rd and 4th August!

A post shared by perk by kate (@perkbykate) on Aug 1, 2018 at 12:09am PDT

6. Best lingerie brand for the busty babe and the everyday warrior: True & Co.
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Founded by data geek Michelle Lam, the brand uses a proprietary 16-question quiz that has you understanding your boob shape (and size) better. It covers whether your straps dig in, or where it might hurt where the band presses into your skin. And when it comes to the actual goods, this is lingerie made for the real woman, since the company has mined the data of some 6 million women to come up with its line, and uses growing feedback to continue improving it.  Its best-selling styles fall under the True Body range, which are wire-free and which cater to even 42DDD and F sizes. Reviews say that the support and comfort is to die for, with many opting for True Body styles for everyday use at work and at play.

https://www.instagram.com/trueandco

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?GIVEAWAY ALERT? Want to win a True Body Lift bra for you AND a friend? Here's how!: 1. Like this photo 2. Tag a friend who's hasn't tried our bras 3. Follow @trueandco. Must be 18 years or older to enter and a U.S. Resident. All three steps must be completed for entry to count. Both parties must follow @trueandco to win. Visit trueandco.com/giveaway-rules for full details. #trueandco#truebody#thebtwn#togetherwearetrue

A post shared by True&Co (@trueandco) on May 3, 2019 at 10:00am PDT

  • TAGS:
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