Style and comfort leaving behind the idealized woman.
Far from its golden days of the 90s and early 2000s, Victoria’s Secret is struggling to keep its brand afloat—encountering controversy with their model casting in both racial diversity and gender identity.
For as long as I can remember, Victoria’s Secret models have been the epitome of beauty. Tall, skinny, tanned, and pretty much otherworldly. The billboards taunted me with their limited sizes. I didn’t see myself up there, but I felt like I had to fit that image because I had no other option. But why should I want to shop at a store that didn’t seem to have me in mind?
Thankfully things are changing. A younger generation of consumers have made their voices clear: they want to spend their money where they feel like they are comfortably represented. The purchased brands not only market to diversity, but celebrate it, making people like me feel comfortable and excited enough to be in my own skin. The following are some of the lingerie brands that celebrate womanhood in all its forms, from innovative and comfortable designs to size inclusivity.
Look no farther than your local mall (or online store in current circumstances) for some comfortable, affordable, and inclusive underwear. Aerie has recently pivoted towards a more diverse brand image, with the phrase “for every girl” appearing on the website’s masthead. The brand’s #AerieREAL social media campaign, in which Aerie wearers are showing themselves doing activities such as painting, writing, and picking up groceries, is just one of the ways in which the brand has used social media to relay a body-positive message. Aerie ads have been free of any retouching since 2014 and they work closely with celebrities like Iskra Lawrence, Aly Raisman, and Hari Nef for their Aerie Role Models campaign to highlight them as body positive change makers and leaders. The brand’s underwear sizes range from XXS to XXL, and bra sizes range from 30A to 42DD.
A staple of many Instagram influencers and it-girls, Parade prides itself on “rewriting the American underwear story”, both through inclusivity and female empowerment. Besides their vow to donate 1% of their proceeds to Planned Parenthood, their sizes range from XS to 3X, in all sorts of hues and designs, with “full-spectrum color”. The brand is currently donating $1 to Feeding America for every photo posted in their underwear with the hashtag #ParadeTogether. Underwear starts at $9.
It seems as though Rhinnana has never failed at any of her attempts or ventures, and Savage X Fenty is no different. “Created for the female gaze, and not the male gaze”, Savage X Fenty celebrates womanhood, sexualtiy, and femininity without sacrificing comfort or focusing on only one type of woman. Bra sizes range from 30A to 46H and underwear sizes from XS to 3X.
The Italian lingerie brand that some of us may have first been introduced to when reading The Clique series back in middle school, is “inspired by the modern woman”. Cosabella “aspires to create feminine, timeless designs that evoke confidence and individuality for every woman” with extended sizes, plus sizes, and even maternity sizes and nursing-friendly bras, all Italian handcrafted and imported. Underwear sizes range from S to 3X and bra sizes range from 32B to 36H, with P to XL for the curvy collection.
The first lingerie brand to offer half cup sizing, ThirdLove prides itself on the idea of finding a bra that fits each woman perfectly. Their online app lets women measure themselves, and recommends the best bra to the user. Bra sizes range from 30A to 48I and underwear sizes range from XS to 3X.
