Between underwired push-up bras and thongs, comfort was once a lowly consideration when it came to women’s underwear. But there has been a change in priorities since the 2000s, with Sloggi offering bras and pants that aim to make wearers feel at ease whether they’re at work or the gym.

With hormonal changes and lifestyle choices causing women’s breasts to change over time, finding a bra that’s accurately sized and consistently comfortable is a challenge. House of Anesi aims to revolutionize the lingerie sector with form-fitting bras that mold to fit wearers’ bodies.

Women with large breasts often struggle to find the perfect beach look, with ill-fitting swimsuits leaving them feeling less-than-stylish. In Australia, The Fold has heard the woes of these women and is meeting their needs by producing swimwear for D-cups and up.

‘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?