Although the average US woman is now a size 16, only 0.1% of high-end brands identify as ‘plus-size’. Aiming to diversify the luxury fashion industry and tap into the growing demand for greater size-inclusivity in fashion, 11 Honoré is an online platform offering chic fashion styles in US sizes 10-20.

Plus-size swimwear has traditionally been matronly, with brands assuming that larger women want to hide away. But swimwear brand Alpine Butterfly is catering to the emboldened tastes of these women, who are empowered by body positivity online and want to show off their #beachbody.

With hormonal changes and lifestyle choices causing women’s breasts to change over time, finding a bra that’s accurately sized and consistently comfortable is a challenge. House of Anesi aims to revolutionize the lingerie sector with form-fitting bras that mold to fit wearers’ bodies.

Between underwired push-up bras and thongs, comfort was once a lowly consideration when it came to women’s underwear. But there has been a change in priorities since the 2000s, with Sloggi offering bras and pants that aim to make wearers feel at ease whether they’re at work or the gym.