Move over, traditional underwear. Undies to suit everyone are here, whether you’re fuller figured, have non-traditional tastes or a weak bladder

  • Checkout
  • April 8, 2015
  • Elly Strang
Move over, traditional underwear. Undies to suit everyone are here, whether you’re fuller figured, have non-traditional tastes or a weak bladder

Though lingerie is traditionally advertised by having slender, scantily clad women wear sexy underwear; it appears the industry is branching out.

Take Victoria’s Secret: the underwear giant has over 1000 locations worldwide, hosts an annual lingerie show that costs an estimated US$10 million to $15 million to put on, and had $6.6 billion in annual sales in 2013.

However, the retailer had a PR disaster last year with its “Perfect Body” campaign.

The campaign had the phrase “The Perfect Body” emblazoned over a bunch of slim models standing in a row.

Over 33,000 people signed a petition in the UK that said the marketing stunt was a form of body shaming.

Victoria’s Secret backed down and changed the wording on its website to “A body for every body.”

Spurred on by a growing interest in undies for every type of women, the latest brands to hit the lingerie scene are targeting specific demographics.

Lane Bryant, a plus-sized lingerie retailer, has sent a very direct message to Victoria’s Secret with its “I’m No Angel” campaign.

The US retailers’ ads feature famous full-figured models standing in a row, mimicking the controversial Victoria’s Secret campaign.

The video shows the models saying “I’m no angel” to the camera.

Lane Bryant chief executive Linda Heasley said in a statement the campaign is designed to help every woman to love every part of herself.

Neon Moon is a nonconformist lingerie brand with feminist values. Instead of objectifying women, it’s marketed to instill body confidence and empowerment.

The campaign features women in natural poses and settings, sporting looks not usually found in underwear ads, like armpit hair.

The UK company has received £7524 ($NZ14,833) funding on Kickstarter. Its goal was £5000.

Back home in little old New Zealand, Kiwi ingenuity has helped solve an embarrassing problem for those with bladder issues.

 A textile company has launched an innovative range of underwear specifically for those with incontinence.

ConfiTEX has created underwear that is absorbent, waterproof and stylish. The company says the underwear can absorb a cup-full of fluid per day.

Though it may seem like a niche market, the company says a million Kiwis have bladder problems, with most of them silently suffering.

Where the underwear market will expand to next is anyone’s guess. Have a look at some crazy ideas in the gallery below. 

Aluminium underwear
3D underwear
Shopping bag bra
Underwear with a built in GPS tracking device

​ ​

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