Intimate apparel crucial in global fashion to break boundaries

04 Sep '23

1 min read

Pic: Shutterstock

Insights

The role of lingerie in challenging traditional gender norms and empowering women is crucial in the global fashion sector.
Lingerie should focus on its wearer, rather than who might see it, to promote body positivity.
Ongoing customer engagement and experimentation is important to meet diverse needs and counter outdated societal expectations.

Lingerie is an important category in fashion to break boundaries and address outdated gender stereotypes because it is intimately associated with sensuality and with how people think about women’s bodies, according to Emily Bendell, the founder of lingerie, underwear, and nightwear brand Bluebella.

“If we tell women that the thing they wear closest to their skin is for someone else, then what does that tell them about their bodies? So, it is really important to show and talk about lingerie in a strong, empowered way focused entirely on its wearer and not on who might see it,” said Bendell in an exclusive interview with Fibre2Fashion.

While talking about the lingerie and loungewear brands catering to the diverse needs and preferences of their customers, Bendell told F2F: “I think the key is to never assume what a customer might want. Ask them and always keep testing. For far too long companies assumed customers that are a certain size, for example, would only like certain products, which is complete nonsense. Brands should continue to challenge outdated societal expectations to keep up with their evolving audience.”

Click here to read the full interview.

ALCHEMPro News Desk (DP)

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