Sainsbury's clothing line Tu has launched an ad campaign for its lingerie line called 'All Boobs Welcome'. The spot has been designed to advertise the underwear to women in a non-stereotypical or sexualised manner – something women think advertisers are all too often guilty of doing.

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.

From self-love hashtags like #EffYourBeautyStandards to Ashley Graham’s ‘photoshop-free’ shoot for Italian Vogue, body positivity is gaining momentum within the mainstream. And in addition to the movement's positive effect on self-esteem, it is also having an impact on swimwear sales.

Almost two-thirds of American women say they currently have bras that are either comfortable or look beautiful, but not both. Catering to those who can’t find the right support, ThirdLove sells stylish lingerie in half cup sizes, showing that fashion and fit don’t have to be mutually exclusive.