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.

Despite efforts to release inclusive lines within the fashion industry, research suggests that their impact has been minimal at best. And while conversations surrounding body positivity have been far and wide, brands still have a way to go to translate those messages into real-life effect.

Lockdown measures have led people to rethink their self-care routines, causing many to adopt DIY treatments. How might this switch to at-home alternatives promote the acceptance of bodily quirks that have long been considered shameful? And how can brands help combat lingering beauty taboos?

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.