Chinese lingerie brand NeiWai is challenging preconceptions around female beauty and the ideal body type. By empowering women through inclusive imagery and a podcast around female professionals, the brand is looking to meet demands for companies to break down stereotypes.

Victoria’s Secret is ditching its ‘Angels’ and embracing female empowerment. Yet, while its rebrand holds true to virtuous values, questions remain as to whether the company is waking up to its corporate responsibilities,or is desperately trying to reinvent itself amid financial turmoil.

Just as the fashion industry is adapting to shifting definitions of femininity and self-expression, lingerie is undergoing its own revamp. How are new D2C underwear brands changing narratives around body positivity and womanhood? And how are comfort, functionality, and style blending together?

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.