Founded by Michelle Cordeiro Grant, a former Victoria's Secret executive, the Lively lingerie startup is hoping to change the way lingerie is marketed in a post-#MeToo era. Unlike her former company, Grant decided to use real women as the face of Lively. This initiative was not always beneficial to the brand, but following the #MeToo movement, Grant noticed that customers were driven by the brand's commitment to regular women as opposed to professional models. This focus has allowed Lively lingerie to position itself in a profitable market space as “Female consumers seem to be mentally transitioning to wanting images of real women,” says Grant.
Another focus on the brand is on comfort. This idea again ties into the marketing as Lively lingerie showcases women of all body types in their underwear. The depiction of real women in lingerie shows how the items will fit and wear on various body types, while also displaying the underwear in a manner that is inclusive of all women.
Image Credit: Lively