For the 2018 #AerieREAL campaign, the lingerie brand evolved its approach to ‘unretouched women’ to include those with medical conditions and disabilities. Aerie’s move has proved genuinely heartening to a population who have felt long overlooked by advertisers.

With the launch of Tommy Adaptive, Tommy Hilfiger has joined those clothing companies designing products for people with disabilities. The line can adjust to disabled customers’ measurements and needs, opening up new possibilities with regards to business and professional style.

Bike sharing schemes enable urbanites to get around in a cheap and eco-friendly way – but they’re often inaccessible to those with disabilities. Adaptive Biketown, a scheme run in Portland, Oregon, aims to change this, letting disabled individuals rent a cycle that meets their specific needs.

‘Sex sells’ was once the mantra of the fashion industry, but this sentiment is looking increasingly dated. Why? Because a consumer backlash is in full swing, with people having little time for old stereotypes. How have brands that once prided themselves on exclusivity become more inclusive?