Here's Why Lingerie Made By Women For Women Will Rule in The Coming Decade

wore a thong to a basketball game. She was sitting courtside as the Lakers played the Timberwolves and her song “Juice” started to play on the stadium’s sound system. So, as Lizzo does, she got up from her seat, turned around, bent over and twerked, revealing a cutout in the back of her t-shirt dress that showed off her underwear. The crowd cheered, but when Barstool Sports tweeted a clip of the momentary dance party, it sparked a backlash.

Over the last year, we’ve seen big advances made in the lingerie business—not just in the ways women are buying, but in the kinds on styles on offer. There is still a long way to go, but several benchmark moments have repositioned the underwear conversation. Take, for example,, which was filmed for Amazon video back in September. The collection was modeled by women of all races, shapes, sizes, and by those with disabilities, too.

tends to sell out with every drop, all while championing diverse sizing and different skin tones and the idea that Skims is meant to enhance, not constrict the body.“We really are seeing a lot of women creating intimates brands for women,” says Shira Wheeler, co-founder of the organic, health-focused underwear startup. Her business partner Abigail Gerow adds, “maybe this shouldn’t feel revolutionary, but it does to us. It feels like there’s a new focus on shape, color, form, and simplicity.

Yuk. What happened to VOGUE? What happened to aesthetics? Gross.

that lingerie is made by women? what women? stick insects? none of that looks comfortable or flattering to any normal sized woman.

Cats, the lingerie version, ha

I think not

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