The Rise of Body Positivity

Gen-Z really don’t know how good they’ve got it! Previous generations had to wrestle with magazines and advertisements displaying a very limited range of body shapes and sizes and skin tones. Nobody in these ads, it seemed, looked like oneself or the people one came across in daily life. Without a doubt, the media affected the self-esteem of many persons who wondered why they couldn’t look like their catwalk idols. As far back as 2018, however, the plus-size fashion industry in the US enjoyed a value of $21 billion. The global plus-size women’s market is expected to garner over $264.4 billion in 2027 and the men’s market is also raking in big amounts. There is no doubt that this is the age of greater inclusivity and diversity, with savvy brands attracting customers with new products and styles.

You only need to look at the ventures of icons like Kim Kardashian or Lizzo to comprehend the extent to which the underwear/lingerie industry has upped its appeal to a far wider range of customers than in the past. Soft and stretchy shapewear, a wide array of underwear styles (ranging from briefs to thongs, boxers to boy shorts), and comfortable bras and crop tops in a myriad of skin-like hues are making underwear shopping exciting again. Even sculpting bralettes are practically seamless, and many contain silicone bands instead of metal under wiring.

A wealth of brands are celebrating fashionistas of all sizes, with campaigns that not only represent a wide range of models, but also emblazon their ads with positive messages. Summersalt, for instance, reminds customers to make positive self-affirmations like “I am strong, powerful, and creative.” The brand also hires models with a full spectrum of bodies so that target customers know that their clothes are literally meant for everyone. 

Many brands are collaborating with groups that promote education and equality. Thinx ‘period underwear’ works alongside groups like Girls Inc to provide menstrual and incontinence products to those who need them. The brand also uses inclusive language on its website and social media channels, and its advertisements. For instance, its ads mention “people with periods” to include trans and non-binary persons who have their monthly menstruation.

Brands like H&M and Shein have done plenty to promote body positivity. H&M employs models of all sizes, while Shein encouraged customers to upload images of themselves in the items they have purchased. The latter is particularly useful for shoppers with similar body shapes, who can obtain a pretty good idea of what a specific item might look on them. Virtual fitting rooms have taken things to the next level. Brands like Gucci, Adidas, Macy’s, and Walmart have all developed software that allows customers to see exactly how items would look on them. Some systems use a myriad of points of measurements that enable customers to ‘scan’ their entire bodies via smartphone so that a realistic ‘fit’ can be achieved. Through this technology, customers can check out the extent to which the cut, style, and colors of their chosen items suit them. 

Body positivity is a movement that embraces the idea that all people deserve to have a positive body image. Its aim is to challenge how society views the body and promote acceptance—something that the fashion industry is helping to achieve. Beautiful shapewear and lingerie for all sizes, marketing strategies with an authentic diversity and inclusivity focus, and virtual fitting rooms are just a few ways in which companies are encouraging all customers to express themselves through their fashion choices.