Getting ‘real women’ to model beautiful lingerie wasn’t the done thing back in 2009, but then Lonely Lingerie came along. Now, after ten years in the business, the underwear brand has become a leading light for body positivity and an industry force to be reckoned with.

Victoria’s Secret has declared that its lavish lingerie show, which airs every year around American Thanksgiving, will be no more. The decision to cut the catwalk spectacle comes after it faced increasing pressure to tackle persistent sexism and the objectification of women in fashion.

Once reserved for the gym, sports bras are increasingly being worn by women in their everyday lives as they reject lingerie in favor of comfortable underwear. In the wake of the #MeToo movement and as gender norms shift, traditional ideas of what’s ‘sexy’ and how much that matters are being called into question.

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.