Redefining Beauty: How Inclusive Lingerie Brands Are Empowering Women

The rise of body positivity in fashion

Body positivity is more than a movement: it’s a constantly developing cultural shift that’s reshaping the fashion world as we know it. For decades (despite positive movements as early as the 1960s and 70s) the industry has championed a narrow and often unattainable standard of beauty. With the rise of social media in the 2010s, however, we have seen it increasingly recognised that style knows no size. Across runways, editorials, and online platforms, diverse bodies are being celebrated. Nowhere is this transformation more evident than in the world of lingerie.

Historically, lingerie advertising focused on a single body type. The message was clear: confidence and sensuality belonged to a select few. However, as conversations about self-acceptance and representation have gained momentum, brands have responded. Consumer demand for size inclusivity is clear. According to a study by the Fashion Retail Academy, 75% of consumers are more likely to support brands that embrace diversity and inclusivity in their designs, making it a key driver for change in the industry. This demand is driving a new era of inclusivity, with lingerie brands leading the charge by designing collections that prioritize comfort, support, and style for every body.

How lingerie is redefining self-confidence

Lingerie has always held a unique place in the fashion landscape. It’s the first thing we put on in the morning and the last thing we take off at night and so is the foundation not just for our outfits, but for our confidence. When brands embrace body diversity, they do more than sell products; they send a powerful message that beauty is not limited by size, age, or ability.

This shift is visible in the growing number of brands offering extended bra sizing, adaptive features, and models that reflect real customers. However, people don’t just want bras with bigger cups – they need bras crafted with thoughtful details, such as wider straps, supportive bands, and breathable fabrics that ensure comfort and style go hand in hand.

The impact of this inclusivity goes beyond the fitting room. When women see themselves represented in campaigns and product lines, it fosters a sense of belonging and self-worth. According to the American Psychological Association, positive media representation can significantly boost self-esteem and mental health outcomes, especially among young women. “Inclusive lingerie rebuilds self-confidence by honoring real bodies—extended sizing, wider straps, adaptive closures, and breathable fabrics. When someone sees their style reflected, whether in everyday basics or a playful Moeflavor succubus set, they feel seen and empowered,” says the owner of MOEFLAVOR.

Celebrating diversity across art, media, and culture

Body positivity in lingerie is part of a broader cultural movement. Across art, media, and music, there’s a renewed focus on authenticity and individuality. Fashion’s relationship with music, for example, is constantly evolving. Music and media influence student fashion, which demonstrates how young people use clothing as a form of self-expression, breaking free from outdated standards and embracing what makes them unique.

Photography, too, has played a crucial role in this transformation. The work of artists redefining photography highlights how contemporary creators are capturing the beauty of real bodies in all their forms, moving away from heavy retouching and instead celebrating authenticity. These visual storytellers use their platforms to challenge stereotypes, helping to normalize body positivity and shift perceptions of beauty.

The future of inclusive fashion

As the fashion industry continues to evolve, inclusivity is no longer optional - it’s essential. Brands that prioritize diversity are not only meeting the needs of their customers but also setting new standards for the industry. As explored in McKinsey’s research on diversity in fashion, inclusive brands are better positioned to connect with a wider customer base and present themselves as industry leaders, underscoring the business case for representation.

Looking ahead, the future of lingerie (and fashion more broadly) will be defined by authenticity, innovation, and empathy. Consumers are seeking brands that reflect their values, and they’re rewarding those that listen, adapt, and uplift. Whether it’s through extended sizing, adaptive designs, or campaigns that celebrate real women, the message is clear: everyone deserves to feel seen, supported, and beautiful.

In this new era, lingerie is more than just an undergarment, it’s a statement of self-love and empowerment. As more brands follow the lead of pioneers, the industry will continue to move toward a future where every woman can find pieces that make her feel confident, comfortable, and uniquely herself.