We use clothing to express ourselves, but sometimes, it’s what we wear below the surface that makes us feel most powerful. This week, UndHER World is taking down the taboo of lingerie through personal stories, shoppable roundups, and a closer look at what lies underneath.
Remember when lingerie used to be taboo and kept as a private matter? It was a section of our wardrobes that was personal — secret, if you will — only meant to seen by you and those you decided to share it with. Now, it's on a whole new level: Instagram is not only changing the way we see ourselves, the way we perceive and define beauty, and the way we do business, but even the way we take sexy selfies and who share our undergarments (i.e. the entire internet). And while we can all feel the effects the social platform has had on so many aspects of our lives, lingerie designers especially have felt a shift in their industry over the past couple of years.
For the most part, that shift is a positive one. From democratizing what "sexy" looks like to opening the channel of communication between the lingerie customer and the brands they're wearing, Instagram has changed the industry, nay the world, of lingerie. As if that weren't enough, the social platform has also made room for small, indie brands to succeed and build their own tight-knit communities on the platform, threatening long standing giants like Victoria's Secret.
Read on to see firsthand how a photo-sharing app has totally flipped this industry on its head.
"Instagram has absolutely changed the definition of sexy. People are growing tired of the overly-airbrushed, super pushed-up (or augmented), hyper-sexualized, unattainable version of femininity. The social media audience craves and engages with a more honest portrayal. Instagram provides a dynamic platform beyond the billboard — one where the narrative can be more evolved and inclusive, more about supporting and championing the women wearing lingerie versus the voyeur looking at the woman in the lingerie. It's not just about what image will 'sell' the brand anymore, it's about the overall vibe and purpose you're communicating through the visual language you use over time." — Marissa Vosper, Co-Founder, Negative Underwear
"Instagram has also given rise to so many new, independent lingerie brands. Building organic buzz on social media isn't just about who has the biggest marketing budget, it has more to do with creativity and authentic connection — assets that smaller businesses tend to have in their arsenal. Instagram and other free social media publishing tools leveled the playing field in ways that traditional media wouldn't have afforded. It's also created a trend of more considered consumption — a 360-view of what's in your world — on your body, under your clothes, in your home, on your plate... Social media brought light to categories that might have formerly been more private or 'unpublished,' which has definitely caused people to ask: Wait, what am I wearing and why? And is this a brand I want to support? Those questions open the door for new brands to thrive. It's an exciting time!" — Lauren Schwab, Co-Founder, Negative Underwear
"Instagram has shifted so much over the past few years and in terms of our brand, the platform has become more inclusive for all women to embrace their body and celebrate their lingerie choices. We've seen so many women make the decision to share selfies, their intimates choices and more powerfully, their words on how they see themselves and how they're accepting their natural shape. Instagram has given many women a platform to grow community around common interests and concepts, and for lingerie, it's a community focused on inclusivity and empowerment. These women are reclaiming their bodies, their garments and their voices through the platform and their choice of lingerie." — Mary Young, Founder, Mary Young
"Instagram has brought some much needed 'realness' to the lingerie world since it's cast a wider net of bodies and looks wearing these products, as opposed to the stereotypical Victoria's Secret-model look that lasted wayyyy too long. It's not enough to build a brand around images of size 2 women with C-DD cups. Consumers aren't afraid to call out brands for doing this, which is refreshing (and keeps all of us on our toes).
"At the same time, it's a visual platform controlled by an algorithm, so while the space has grown more inclusive, it's far from perfect. I see a lot of content in the lingerie space that seems to still objectify women and that's something that makes me uncomfortable. With Jonesy we want to make underwear that is stylish and comfortable and sexy, but do it in a way that still acknowledges we're more than just bodies and sexy curves." — Rachel Jones, Founder, Jonesy
"Instagram has been a positive thing for the world of lingerie. It has created a space that holds and presents many different interpretations of lingerie, and not just sexy. It has helped broaden people’s view of lingerie, and in turn, what that means to them.
"Instagram has definitely been a positive platform for our brand. It allows us to share our interpretation of lingerie and to engage with our audience at a very intimate level. Our followers get to see what inspires us, and through all that we share on a daily basis on stories, they gain a very transparent look into our world.
"The inverse of that is true as well. Being engaged around the clock on a day-to-day basis with our customers in this very personal manner helps us to understand what they want and how we can better serve them. In this way, Instagram makes it all more meaningful."— Araks Yeramyan, Creative Director & Founder, Araks
“ Instagram is a wonderful platform for sharing not only beautiful imagery, but also an impactful message of what we stand for as a brand to the consumer. At Cacique we believe that women should be celebrated for their inherent beauty. So when we decided to share an image of Denise Bidot looking amazing in a Cacique bikini a few seasons ago, stretch marks and all, we were so pleased with the overwhelming positive response we received." — Marcy Schaffir, SVP of Cacique Intimates, a brand exclusive to Lane Bryant
"Instagram has made it possible for brands like Larissa Kate Lingerie to engage directly with our customers in the most organic and genuine way. Through stories, we're able to provide an inside look of our design process and display the care that goes into making each handmade piece. It allows us to change the way beauty is perceived by showcasing real women, rather than traditional models, who wear the product on our channel. We love sharing styling options for each piece of lingerie, which isn't necessarily achievable with traditional media. The platform gives us the opportunity to seek out and collaborate with like-minded businesses who also celebrate the message of self-love and female empowerment." — Larissa Kate Lingerie, designer Larissa Lampitelli
"Cute undies are always important, but letting the IG world see how cute YOU are in The End Lingerie is more important than anything else. There are so many things I could tell you about how Instagram has been growing my business, but I think it’s much more than that. It's a growing fanbase of people who dressing up for no one but themselves. And the best part for me is that Instagram gives us a chance to connect with our fans directly and on a personal level. Opening our Instagram everyday and seeing how many fans send us sexy pictures of themselves in The End is my favorite thing to do. You are able to see who's wearing it after its sold, and how much they love their pieces by how many selfies they send you. Our connection is precious, thanks to Instagram." — Bei Kuo, Owner, The End Lingerie
"Lingerie has been the most intimate and personal item of women's clothing until social media has arrived to our lives. With the help of social media people now can relate more on how to layer and make it a part of their daily dress-up as it can be also worn as outerwear, like bodysuits. When people see it on different shapes and body types they are more confident and relate to real life than just models they see on magazines and ads." — Ela Onur, Designer and Founder, Else Lingerie
"Instagram for sure changed the underwear game! The chance to share what would normally be hidden has given us more confidence and made us more aware of every layer of our look, including the one closest to the skin. I also think Instagram made viable a whole generation of smaller brands that brought us new, simpler, more ethical and more fun intimates. While more established labels may not have taken the risk, new brands have used Instagram’s platform to reach audiences that were so ready for a change." — Lindsay Reeve, Co-founder, Undone
"Instagram has definitely changed how trends spread, impacting fashion, including lingerie, by creating a platform for women to share everything from their personal style to how they want to express their sexuality. If you see five different influencers or celebrities wear a bra top, suddenly a bra top is a thing. It's legitimized by a group of people who have the power of followers. You might not see the same trend in traditional fashion outlets, and it doesn't matter. It's also a platform to experience different body types, I can't say I saw that much before Instagram.
The same is true for brands. We launched Fleur du Mal on Instagram, it's where we share our world through our imagery, how we style things and how lingerie can become a part of your wardrobe." — Jennifer Zuccarini, Founder, Fleur du Mal
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Original ArticleFashion
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