From Timothée Chalamet’s magenta Stella McCartney suit to Billy Porter’s tuxedo dress, fashion is undergoing a transformation as people increasingly subvert traditional gender norms. Now, even stereotypically 'female' footwear is being adopted by men.

While rigid, traditional beauty standards still prevail in China, lingerie brand NEIWAI is challenging these ideals through its inclusive products and marketing. By promoting self-love and a wider definition of beauty, it’s building a dedicated following of socially aware consumers.

Body positivity began as an inclusive movement, but is now dominated by curvy, white women who fit traditional beauty structures. In what ways does the concept of ‘body neutrality’ differ to promote positive self-perceptions? And how can brands help break the cycle of self-hatred?

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.