A growing number of lingerie brands are selling more than underwear -- from offering a wider range of cup sizes and nude shades, to celebrating diversity in campaigns and on runways, they're selling inclusivity too
24% market share in the US, but it recently announced plans to shutter more than 50 stores following slow holiday season sales.Courtesy Third Love
"There are so many parts to a bra, sizes and variations to breasts, that it's impossible for any one brand to service every single bra-wearing customer adequately," she said in a phone interview.According to Harrington, who also founded the Lingerie Addict blog, a single bra can contain at least 20 individual components, including lace, closures and straps. For a luxury garment, this number can swell to 40 or 50, she said.
"Consumer expectations are a little bit misaligned with product design and development ... people are used to fast-fashion cycles something on a runway, then seeing a knock-off two weeks later." "I've felt an outpouring of gratitude from my customers about the affirming process of working with me," Hill said in an email interview.
Before either of them, London-based disruptor Nubian Skin became one of the first brands to offer nude tones for women of color when it launched in 2014. Take Lonely Lingerie, for instance, which claims to portray women in a realistic way by refusing to use Photoshop -- or even hair and makeup stylists -- in its campaigns. The brand's models include women with 35 different bra sizes and from a variety of backgrounds.Credit:Founder Helene Morris said that, when she started the label in 2009,"there was no one in the lingerie world who was speaking in a way we related to at all.
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