In the next ten years, women’s underwear for women will become the ruler

Ten days ago, Lizzo wore a thong to a basketball match. 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 acquired out of her seat, turned around, bent over and twerked, revealing a cutout in the back of her t-shirt dress that showed off her panties. The crowd cheered, but if Barstool Sports tweeted a clip of the momentary dance party, it ignited a backlash. 1 person wrote:”Not too many people want to see a fat women [sic] let alone a fat women [sic] at a thong. That’s not body shaming, that’s just math.” A lot more remarks debated the appropriateness of Lizzo’s apparel facing kids, whether it mattered considering that cheerleaders wear next to nothing at sporting events, etc and so forth.
Her response? “Who I am and the character of me and what I choose to do as a grown-ass lady can inspire you to do the same.” This isn’t the first time Lizzo has generated online debate surrounding the body shaming of girls and it surely will not be the final. But in a forward-thinking mild, Lizzo’s thong show, and her sex- and – body-positivity, represents a cultural change which, at the close of the decade, one can only hope will continue to get forward momentum in 2020.
Over the last year, we’ve seen big advances made in the lingerie business–not only in the ways women are buying, but in the types of styles available. There is still quite a ways to go, but many routine minutes have repositioned the underwear conversation. The group was modeled by women of all races, shapes, sizes, and by those with disabilities, too. They both catwalked and crawled and strutted around the stage, reveling in their differences. This is lingerie produced by a woman for women. If it brings the male gaze that is excellent, but it’s not the principal purpose. We also saw the launch of Hustlers, a movie about strippers who form a sisterhood and steal from (rich) men who more or less deserve it.
Most importantly, Victoria’s Secret declared it would cancel its 2019 holiday style show, the one which for two years, millions tuned into and watched as if it were the Super Bowl. Victoria’s Secret parent company L Brands explained that it needed to”evolve the advertising” of the tag, which is no surprise considering how much bad press it received when then-marketing chief Ed Razek told Vogue that trans models did not quite fit in the VS mold. In the meantime, the VS branding and name has been overshadowed by intimates game-changers. In accordance with Lyst, there’s been a 39% rise in searches for”diverse” underwear manufacturers this year, with Savage x Fenty leading the charge. The searches for bodysuits have increased as well, by around 42% year over year. Kim Kardashian West’s brand new shapewear tag Skims will sell out with each drop, while championing diverse sizing and various skin tones along with the idea that Skims is meant to improve, not constrict, the entire body.

women’s underwear


“We really are seeing a great deal of women producing intimates brands for women,” says Shira Wheeler, co-founder of this natural, health-focused women’s underwear startup ODDOBODY. Her business partner Abigail Gerow adds,”maybe this shouldn’t feel radical, but it will to us. It seems like there’s a new focus on shape, color, form, and simplicity. Basically, fewer bells and whistles! Women are looking for functional basics that are also flattering.” That does not mean the brand new lingerie is sexless. Wheeler and Gerow have taken note of this current runway trend, where panties is much more”exoskeleton,” or worn around the outside, while it is a bra top or a slinky lace slip dress. “We think it’s about feeling embodied,” Gerow says. “And with everything that’s occurred since 2016, such as #MeToo and Trump, women feel just like warriors. We are opening around the things which were once taboo: sex, motherhood, coming of age, sexual attack.
Heidi Zak, co-founder and co-CEO of Thirdlove, a leading Victoria’s Secret competitor, agrees. “Over the last year, girls have started buying bras and panties for themselves since they believe they deserve to feel comfy and beautiful,” she says. “For too long women have been told what is sexy by bra and panties companies which portray a single kind of sexy, often from the male standpoint.” Zak considers these empowering attitudes will continue growing. “I don’t think inclusivity is a trend, it’s a movement that’s here to stay.” She adds,”girls are no longer interested in being sold an unrealistic and unattainable body image and are pushing for representation. Women deserve to see themselves represented in the images they see all around them, they deserve to be represented from the brands they support.”
In 2020, let us build women up together with the messaging behind those brands, even if this means they decide to strip themselves bare for all the world to view.

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