Intimately's adaptive lingerie is both sensual and functional, catering to women with disabilities who need their clothing to be constructed with a little more care to suit their lifestyle needs. CEO of Intimately Emma Butler became interested in the idea of adaptive fashion while caring for her mother who was living with a chronic illness. She needed a little help getting dressed in the morning and discovered few fashion brands catered to these needs.
With this in mind, Butler set out to launch lingerie items that suit different needs, such as those using wheel chairs, those living with chronic illnesses, or amputees. The items are sleek yet functional, featuring items like bras with magnetic clasps, or hip-fastened underwear.
Image Credit: Intimately
What Makes This Trend Stand Out
- Adaptive Fashion
- The rise of adaptive fashion presents opportunities for brands to cater to the needs of consumers with disabilities.
- Inclusive Lingerie
- Brands can cater to a wider range of consumers, including people with disabilities, by offering inclusive lingerie.
- Functional Intimates
- Intimates that combine functionality and style present an innovative opportunity for brands looking to offer something unique.
Sectors Adopting This
- Fashion
- The fashion industry has the opportunity to disrupt the norm by creating and offering adaptive clothing for people with disabilities.
- Lingerie
- Inclusive lingerie can be a disruptive innovation in the lingerie industry, catering to an underserved market.
- Medical Supplies
- Companies in the medical supplies industry can explore opportunities to create adaptive clothing and accessories for people with disabilities.
