On International Women’s Rights Day, the issue of inclusiveness is at the heart of the debate. Deconstructing stereotypes is proving essential to reconciling women with their bodies. So advocating comfort and self-confidence has become THE hobbyhorse of the lingerie sector.
At the heart of the concerns of the major brands and designers alike, inclusivity and diversity are not just empty words , as we shall see. Glamuse has interviewed some of its partner brands on the subject and, together, we take stock.
📸 On the cover picture (from left to right) : Gossard Superboost Lace collection, PrimaDonna Devdaha collection and Chantelle Pulp Lush collection.
What is « inclusivity »?
Inclusion, which is defined as « the action of including », is another word that today shapes a complex social reality… In the field of fashion and beauty, inclusivity translates into a desire to display greater diversity.
From catwalks to advertising campaigns, models’ measurements are gradually becoming more in line with reality. Coming from all walks of life, they are now chosen to wear the collections naturally. Comfortable in their own skin, with their advantageous curves, they embody the plural bodies of our society.
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So inclusivity is not just a question of kilos and morphology, but of difference in its entirety: stretch marks and cellulite, skin and hair colour, and so on. And even disability, whatever its nature. In short, the demands for a profound revolution in self-acceptance have become everyone’s business.
Decisive expectations in terms of lingerie and inclusiveness
After years of being lulled by the stereotype of « 90-60-90 » measurements, the principle of perfect plasticity has lost credibility in favour of diversity. More than just a fashion trend, the issue of inclusivity has become a necessity. But how can we explain this new direction?
The impact of image on self-perception
According to one study, 67% of women have a complex about their looks. It’s a stark verdict, but one that highlights a widely acknowledged fact… Exposed for decades to the perfect bodies portrayed in the media and advertising, it ‘s hard not to want to identify with them.
The representations they generate contribute to the development of individual and social identities, and to the dissemination of norms, behaviour and values. Images are a powerful way for people to construct their own self-perception.
With the advent of social networks…
Influencers and celebrities are just beginning to gradually drop their filters and go au naturel. According to lingerie brand Gossard, creator of bold lingerie for every figure up to J cup and size 3XL:
The strength of influencers has been to democratise fashion and its products, so that every woman can see in them her own territory of expression and perception of femininity. Fashion codes can vary enormously depending on a woman’s culture, age, background and aspirations, and lingerie, which is as intimate as possible, must reflect this diversity.
The need to reclaim one’s body
Women today want to feel better represented so that they can take responsibility for themselves. According to the Chantelle brand, a master in the art of sublimating women since 1876:
The various ‘body positive’ movements have given rise to new expectations in our society. […] As a result, the cult of unique beauty is gradually disappearing and this ‘trend’ applies to all sectors of activity. Women’s lingerie is particularly affected, and customers expect to be able to find themselves in marketing campaigns as well as in products.
Access to comfort and style whatever your size
Breaking with traditional codes, the major lingerie brands are accompanying this change by taking part in the promotion of new positive models. To give concrete expression to these commitments, inclusivity naturally involves the choice of products on offer.
With more than two-thirds of women in France having a C cup or larger, generous breasts are definitely no longer on the fringes. PrimaDonna has been a specialist in plus-size lingerie since the company was founded, and is a testament to the importance of this diversity:
More than ever, women want to be free to choose whether or not to show off their bodies, to play with codes without judgement. No matter what their figure, age or colour… Before, we used to see outfits or lingerie exclusively reserved for a certain body type. Now all women want and can have access to the same type of lingerie, whatever their morphology. So we’re seeing a craze for the sexiest, most visual and daring lines…. Lingerie’s intimate relationship with the body has made it a forerunner in terms of inclusivity, both in its products and in its image.
As a result, the representation of different body shapes and skin colours has taken off. More than a militant act, claiming and displaying plural bodies has even become essential. The challenge? Embodying the modern woman in all her complexity.
Between responsibility and sincerity: everyone’s business
For some years now, brands have been making a decisive shift. How? By expanding their range of sizes and designing new themed collections with more innovative designs.
Today, defending a richer image inevitably goes hand in hand with changing attitudes. It’s no less a complex issue for the fashion industry, which for too long has relied on narrow codes.
Much more than a commercial issue…
The path to true commitment lies in authentically reflecting society by encouraging inclusive practices.
This means that the traditional players in the lingerie industry, as well as designers, must constantly challenge themselves. To do this, they need to continually question and redefine their offer to ensure that they meet expectations in terms of inclusivity and diversity.
Let’s celebrate all the women in our lives today and every day, and continue to defend an egalitarian world and a better society for the future. (Chantelle)
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