What is it about lingerie and its appeal that it evolved to become a literal billion-dollar industry? The origins of our undergarments date back to ancient times, inspired by modesty, function and practicality. No one back then could have envisioned what they would become. Fast forward to the present day; we see the evolution of lingerie and have to question its allure. Is it because it conceals the most intimate parts of our body, like a secret? One thing we cannot deny that it arouses powerful emotions. Ever shop for a beautiful lingerie set, and once you wear it, you simply feel... different? Sensual, sexy and confident? No matter your size, it somehow transforms you from a plain jane to a sex goddess. No offence intended if you identify as a plain jane; I’ve personally experienced this many times and enjoyed admiring myself, where previously I wouldn’t be found naked in front of a mirror because I would only see my faults. Another interesting point is the power or hold it has on your partner. I would describe it as a siren call – a magical pull. But that begs the question: is lingerie anti-feminist?
Today’s narrative asks: why do we wear items of clothing for anyone other than ourselves? I agree that we should wear things we enjoy, and that make us feel and look good; but we shouldn’t dismiss the fact that our partners will find equal pleasure in our choice of underwear – or lack thereof!Thus it makes sense that the lingerie industry globally is valued at over 80 billion dollars. As with many successful industries, they aren’t just selling products, but are tapping into the emotions of the consumer;it’s visceral. As I’ve aged, that feeling of power that lingerie bestows on me hasn’t diminished – in fact, since I met my husband, I experience it in a completely new way. Before, the pleasure was mine alone; now it’s shared.
Back in the 90s and 2000s when Victoria’s Secret was the industry leader, they understood that women not only desire the feeling of luxury in what they wear, but extend that desire to their shopping experience. The brick and mortar stores welcomed you in and guided you on a sensual journey with ambient lighting, in stores that embodied a boudoir – once again tapping into our emotions, purposefully engaging our senses with a relaxed, pleasurable experience. This evolved into the runway show concept, which launched some of our fave models: Heidi Klum, South Africa’s Candice Swanepoel and Namibia’s Behati Prinsloo.
Unfortunately the brand was hit with accusations of discrimination (among other things), as they excluded plus sizes from their offering; which led to the birth of brands like Fenty X Savage by superstar Rihanna and Skims by Kim Kardashian, among many others. Their core messaging was inclusivity: every woman deserves beautiful lingerie, regardless of size. Many brands now spread this messaging through their advertising campaigns, showcasing various body types in beautifully conceptualised editorials. As our shopping habits have moved online, social media has become pivotal to spreading awareness. We have a collective responsibility to ensure that as women, we understand our intrinsic value and worth – regardless of society’s unrealistic standards. Brands are being held accountable, and are now strategically reflecting the customer they wish to target.
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