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Undergarment Positivity

Underwear brand campaigns take on nuanced approaches to body positivity

Trend - Small brands within the underwear space are taking on body positivity that takes on a range of subjects in the area of body positivity. Everything from non-restrictive masculinity to body hair on women is being expressed in such campaigns, showing a more evolved and progressive understanding of self-expression.

Insight - As consumers, particularly younger Millennials and Gen Z, show a growing resistance to the unrealistic ideals that the brands in beauty and fashion industries have held people to, these industries are having to adapt to newfound consumer expectations. Rather than having restrictive beauty ideals shaped for them, young consumers are taking initiative by promoting and supporting businesses that align with their values--and are forming new narratives as a result.
Workshop Question - In what ways are consumer perceptions of your industry changing? How could your brand better adapt to those changing expectations?
4 Featured, 35 Examples:
79,501 Total Clicks
Date Range:
Sep 18 — Aug 19
This Year and Mild
Consumer Insight Topics:

Featured Examples

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