Changing attitudes to women’s bodies and celebrating natural beauty are taking centre stage

6 December 2017

Lingerie and swimwear brands are updating their image and that’s a good thing for all of us!

Lonely

Lonely lingerie is one of the pioneering forces behind this movement.
When launching its lingerie line in 2010, the brand added impetus to a current that now goes by the name of ‘body positivism’, using models of all different styles, shapes and sizes. In 2016, Lena Dunham, star of the TV series ‘Girls’, fronted a campaign for them.
The designer behind the brand, Helen Morris, creates sexy and colourful styles that boost women’s confidence and wellbeing.

Lonely recently chose 57-year old Mercy Brewer to pose for them. Now, perhaps we can all aspire to a career in modelling!

Marie Yat

Recent brand Marieyat creates game-changing campaigns, showcasing models who actually look like ‘real’ women, complete with stretch marks, scars, signs of aging, pregnancy and body hair.

The brand’s sensual collections of swimwear and lingerie feature a Japanese influence and an androgynous feel that is far removed from outdated styles designed to attract men’s attention.

Discover the new collection at Exposed in January!

Nubian skin

A brand to suit all women and all different skin colours: its mission is to define a new kind of “nude”!
Specializing in discrete intimates that hardly show against the skin, Nubian Skin has compiled a range to suit women of all different skin tones. The brand’s website includes a foundation matching guide, listing shades from major cosmetics brands to help women find the colour they need. Find the brand on Exposed!

This summer, Desigual launched a swimwear campaign using only unretouched photos. In early November, ready-to-wear fashion brand Misguided announced its decision to stop Photoshopping models’ stretch marks.

Whether it’s about changing attitudes, like MarieYat and Lonely, or celebrating natural beauty at Nubian Skin and Simone Pérèle’s ‘Simones’ campaign, lingerie brands are starting to find the right balance to keep their message real.
A crucial trend that looks set to receive the attention it deserves…

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