From self-love hashtags like #EffYourBeautyStandards to Ashley Graham’s ‘photoshop-free’ shoot for Italian Vogue, body positivity is gaining momentum within the mainstream. And in addition to the movement's positive effect on self-esteem, it is also having an impact on swimwear sales.

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?

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.

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.