Once upon a time, the world of lingerie was like a black-and-white movie—flat, predictable, and not quite real. Designed for the male gaze and modelled on a narrow type of body, it was a fantasy that most people couldn’t relate to. But fear not, dear reader, because those days are making a swift exit. Welcome to the vibrant, technicolour future of lingerie! It’s a world where all body types are celebrated, comfort is king (or queen!), and feminism is the name of the game. Here, size-inclusivity isn’t just a catchy buzzword—it’s a shout of pride, power, and progress.
Let’s stir things up a bit: Who wears lingerie, and why?
From Being Seen to Feeling Empowered
Once upon a time in a lingerie land not so far away, mind-boggling campaigns showed slim, symmetrical women often looking like they’d been Photoshopped by Picasso. The message was as clear as London fog—this is the body you want and these are the knickers that will make it happen. But what about everyone else? These idealised portrayals left most people feeling excluded and, quite frankly, a bit pants.
Enter the feminist makeover of lingerie! Gone are the days of impressing others—today’s size-inclusive brands are spinning the reel. Lingerie is now about how it makes you feel—a tad cheeky, exceptionally joyful, a second skin that supports, empowers and affirms your fabulousness.
Inclusivity: More than Just Number Crunching
It’s laughably easy to chuck a few extra sizes onto a chart and call it a day. Real inclusivity is a grand design process, crafted from scratch to flatter every body, like those crisp B-cup bralettes or high-rise thongs that flatter without a pinch. You’ll find this approach in brands like Lemonade Dolls, where inclusivity is as unapologetic as their whimsically bold designs and commitment to showcasing real people.
Feminism: Woven Into Every Stitch
It’s not just about more sizes, love. It’s about upending the
whole narrative. It’s about showing cellulite, scars, and all that good stuff. It’s about every gender and identity feeling seen and supported. And it’s about making space for softness, sensuality, and strength to throw a communal tea party.
Lingerie is often where we begin to shed those body image gremlins. When a brand invites everyone to the party—trans, non-binary, disabled, plus size, everyone—it turns lingerie into an anthem of self-love.
Lace: Rethink the Ruffles
Once lace was for the frou-frou, but now it’s bold and brimming with pizzazz. Now it’s pretty and punchy. Take a peek at Lemonade Dolls’ Signature Lace collection which flaunts a mix of soft and strong, with a playful palette thrown in for good measure. Lace isn’t about dressing up for someone else anymore—it’s about taking something traditionally ‘girlie’ and giving it a cheeky bite!
Comfort is the New Cool
Remember when comfort was lingerie’s best-kept secret? Not anymore! Lingerie that fits, feels and looks fab is a basic right, not a luxury. Wearing it is like holding up a sign saying: “My body deserves care. My comfort matters.” That’s right, it’s a feminist win.
Representation: Raw and Real
Real-time representation in campaigns reshapes our notions of beauty. That’s why seeing real people who look like us in branding isn’t just good marketing—it’s culture-shaking stuff. Lemonade Dolls nails it by hosting shoots that look like they’ve grabbed a fun crowd from your local hangout spot. No retouching or awkward poses—just living in the moment.
The Power of Community
This new wave in lingerie is about more than just fabric and lace—it’s about building communities where stories and experiences are shared. These brands aren’t selling underwear—they’re selling a powerful message: you are more than enough. When you find that perfect fit, that comfy thong, or see yourself reflected beautifully, that’s when the magic happens.
The Future is Bright and Brimming
We are stepping into a golden era of lingerie where self-expression and empowerment are interwoven into every seam. This isn’t just an industry for women—it’s for anyone who wants in. It’s rewriting the rules with a cheeky grin.
So, next time you’re browsing for your next underwear adventure, ask yourself: Does this make me feel fabulous? Seen? Celebrated? If ‘yes’ is your answer, you’re not just buying lingerie.
You’re joining a movement.
And if you’re ready for a revolution, Lemonade Dolls might just be your new go-to. Cheers to that!
