17/11/2022
“As nearly-nude models sell the product, of course lingerie brands reflect the zeitgeist”, agrees the brand’s co-founder Miranda. “What’s good nowadays is the increasing variety of identities that women can see reflected back to them and the ability to find a lingerie brand that matches their own social attitudes; some women still love a push-up bra, and that is completely acceptable and not to be judged.”
S*x still sells, but it needs to be presented as something empowering for the wearer, not for the gratification of the gaze, it seems. Or as Serena Rees puts it: “It is about understanding that the only person who can validate you is you, that’s what’s changed; sexiness now is about being confident and comfortable being yourself”.