People are giving new meaning to their clothes and finding joy in how they dress. Termed ‘dopamine dressing’, the movement reflects a recalibration of our relationship with the physical world and signposts the growing intersection between how people link mental and physical health.

Just as the fashion industry is adapting to shifting definitions of femininity and self-expression, lingerie is undergoing its own revamp. How are new D2C underwear brands changing narratives around body positivity and womanhood? And how are comfort, functionality, and style blending together?

Cami Téllez, founder of Parade, is challenging legacy lingerie brands and unrealistic body standards. As narrow beauty ideals get a rethink and sensuality takes a backseat to practicality, Parade is making undergarments for all that prioritise comfort and confidence for everyone.

Lizzo has officially stepped into the fashion game with the upcoming launch of Yitty, a shapewear and undergarment brand rooted in body positivity and size inclusivity. As people continue to challenge beauty ideals and champion self-love, they're seeking out brands that mirror their values.