Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

From the Wonderbra of the '90s to today’s T-shirt bras, what we find sexy shifts with social changes. So what are women wearing under their clothes in 2015? Has the focus shifted from breasts to bums? HasFifty Shades of Greyunleashed consumer kinkiness? What do women want from their bras and pants?

Whether you wear thongs, boxers or bloomers, pants are big business; the global market was worth $110 billion in 2014. And while our unmentionables typically aren’t worth mentioning, MeUndies promises to deliver the ‘life-changing experience’ of perfect underwear straight to your door.

Finding the perfect pair of tights can be challenging – if they’re not wrinkling at your ankles, then they’re digging into your waist. Heist aims to tackle these problems with 3D-printed hosiery that’s designed to be ladder-resistant, seamless and – most importantly – a comfortable fit.

Vanity sizing can make shopping for clothes slow, frustrating, and potentially damaging to one’s self-esteem. True Fit believes it has the solution. Collating information from around 10,000 brands across the globe, it’s helping people find the right size for them, whether buying online or in-person.