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?

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.

Victoria’s Secret has hired its first male model as the face of its gender-free athleisure line in an effort to drive brand inclusivity. Amid shifting perceptions of beauty ideals, legacy lingerie brands are being challenged to become more diverse and inclusive in their offerings.

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.