Since 2016 the body-positive trend in
advertising has started to influence the lingerie industry. A rising number of
consumers and influencers have been demanding more inclusivity and transparency
when it comes to lingerie or swimsuit advertisements and a few brands have been
closely listening to these voices.
Figleaves campaign #AShapeForEveryShape featured interviews with Soleil Huscher, Laura Wells and Christine Sofie (3 role models with real bodies in comparison to the slim-build and toned up models we are used to in the lingerie campaigns) promoting body confidence and celebrating diversity.
Other brands promoting inclusivity
are ASOS, Missguided and Savage X Fenty. In 2017 the giant online UK wholesaler
(ASOS) featured on its website unretouched photos of models with stretch marks
and acne scars, gaining media attention and consumer praise. During the same
year Missguided made a similar move with its #MakeYourMark campaign, as part of
their #KeepBeingYou movement, aiming to inspire young girls to love their body
and embrace their flaws.
During her Savage x Fenty lingerie
show as part of New York Fashion Week (NYFW) 2018, Rihanna won the crowd by
promoting diversity and body-inclusivity. The models she chose to walk her show
were different in every aspect: ethnicity, skin tone, size, height and age. She
even featured 2 pregnant women (One of them being Sleek Woods). The show was a
celebration of all women and the very first of its kind. Bras are available in
UK sizes 32A to 44DD, while other products come in sizes XS to 3XL.
Even though Agent Provocateur’s new
underwear label “Les Boys Les Girls” is not that diverse in terms of sizes (XS
to XL), the line is meant to be gender-fluid. This modern take made the urban
and streetwear inspired label to become a go-to for younger Millennials and
older Gen Zedders who love and appreciate the freedom of expression.
Source: Mintel Academic
Videos: Youtube
No comments:
Post a Comment