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.

From the crows in Dumbo to the Siamese cats in Lady and the Tramp, classic Disney films are riddled with characters that may be deemed offensive by today’s standards. With the launch of Disney+, the brand is meeting modern expectations by warning viewers about ‘outdated cultural depictions’.

Amazon has announced that the Savage X Fenty Fall/Winter fashion show will be available to stream via Prime Video. The success of Rihanna’s lingerie brand shows how it offers a counter to Victoria’s Secret, tapping into demands for more female empowerment and diverse representation in fashion.

Inclusivity has become a buzzword in the fashion industry. But has inclusive sizing really gone mainstream, or is it still a niche undertaking offered only by a small number of forward-thinking designers? What moves are brands making to capitalise on shoppers’ desire for inclusivity?