# Inclusive Underwear Advertising Lively Lingerie Focuses on Real Women in Its Advertising By Justin Lam | Published 2018-05-31 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/liveley-lingerie References: [fastcompany](https://www.fastcompany.com/40577846/post-metoo-this-lingerie-startup-finds-customers-prefer-images-of-real-women?partner=feedburner&utm_source=feedburner&utm_medium=feed&utm_campaign=feedburner+fastcompany&utm_content=feedburner) & [wearlively](https://www.wearlively.com/) Founded by Michelle Cordeiro Grant, a former [Victoria's Secret](https://www.trendhunter.com/trends/victorias-secret-1) 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](https://www.trendhunter.com/trends/bloomers-intimates). 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](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty) 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 ## Trend Insights (Trend Hunter) - Score: 4.8/10 - Popularity: 67% | Activity: 70% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What's Driving This Trend - **Inclusive Lingerie Marketing:** Disruptive innovation opportunity: Brands can shift their marketing strategies to focus on real women and promote body positivity and inclusivity. - **Empowering Female Consumers:** Disruptive innovation opportunity: Businesses can cater to the growing demand from female consumers by promoting images of real women and embracing diversity. - **Comfort-focused Lingerie:** Disruptive innovation opportunity: Companies can capitalize on the trend of prioritizing comfort by offering lingerie that caters to women of all body types and showcases how the items fit on different individuals. ### Who This Affects Most - **Lingerie:** Disruptive innovation opportunity: Lingerie brands can adopt more inclusive and body-positive marketing strategies to attract a wider customer base. - **Fashion:** Disruptive innovation opportunity: The fashion industry can embrace diversity and inclusivity by featuring real women in their advertising campaigns and challenging traditional beauty standards. - **Advertising:** Disruptive innovation opportunity: Marketers can tap into the demand for authenticity and inclusivity by promoting ad campaigns that showcase real women and prioritize customer empowerment. ## Related on Trend Hunter - [Versatile Apparel-Lingerie Brands](https://www.trendhunter.com/trends/boobwear-brand-nuudii.md) - [Mother-Daughter Founded Intimates Brands](https://www.trendhunter.com/trends/cureus-label.md) - [Empowering Menstrual Care Solutions](https://www.trendhunter.com/trends/menstrual-care-solutions.md) - [Inclusive Lace Collections](https://www.trendhunter.com/trends/parade-that-lace.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Actress-Approved Lingerie Brands](https://www.trendhunter.com/trends/syrn.md) - [Story-Focused Empowerment Campaigns](https://www.trendhunter.com/trends/shyaway.md) - [Unapologetic Lingerie Campaigns](https://www.trendhunter.com/trends/mariemurs-judge-me-guilty.md) - [Community-Driven Fashion Campaigns](https://www.trendhunter.com/trends/limitless-campaign.md)