# Model-Designed Intimates The Intimates Collection Joan Smalls Designed for Walmart is Affordable By Mary Van Puymbroeck | Published 2017-06-26 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/modeldesigned-intimates References: [businessoffashion](https://www.businessoffashion.com/articles/news-bites/joan-smalls-design-smart-and-sexy-walmart-lingerie-swimwear) & [refinery29](http://www.refinery29.com/2017/06/156816/joan-smalls-smart-sexy-cheap-swimwear) Walmart's 'Smart & Sexy' line is releasing a collection of model-designed intimates for SS18. Designed by [Victoria's Secret](https://www.trendhunter.com/trends/victorias-secret-1) Angel Joan Smalls, this collection hopes to take advantage of a moment of disruption in the underwear market. Smart & Sexy and its parent company '[Ariela & Associates](https://www.trendhunter.com/trends/parade-that-lace)' are Walmart's largest supplier of bras. Consumers are less interested in overtly sensual marketing strategies and designs. Priced at less than $15 and available in an extended size range, Smart & Sexy hopes to gain ground in a market that has been held by large lingerie retailers. Brands like [American Eagle's](https://www.trendhunter.com/trends/sydney-sweeney-1) Aerie have been moving away from an overtly sensual marketing message and towards a more diverse and inclusive one. Smart & Sexy hopes its upcoming model-designed intimates collection will make waves by offering affordable designs created at the same factories as other retailers. ## Trend Insights (Trend Hunter) - Score: 5.5/10 - Popularity: 76% | Activity: 82% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Underwear](https://www.trendhunter.com/underwear) ## Key Themes ### What Makes This Trend Stand Out - **Diverse Intimates:** The trend in the intimates industry is moving towards more diverse and inclusive marketing strategies and designs, providing opportunities for disruptive innovations that cater to a wider demographic. - **Affordable Luxury:** Consumers are looking for high-quality intimates at affordable prices, providing opportunities for disruptive innovations that offer luxury designs at a reasonable cost. - **Model-designed Fashion:** Model-designed fashion is becoming popular in the intimates industry, providing opportunities for disruptive innovations that leverage celebrity designers to drive sales. ### Sectors Adopting This - **Intimates:** The intimates industry is ripe for disruptive innovations that challenge the dominance of large lingerie retailers and offer more diverse and affordable options. - **Fashion:** Model-designed fashion is growing in popularity across the fashion industry, providing opportunities for disruptive innovations that tap into celebrity collaborations to create unique and marketable products. - **Retail:** The retail industry is shifting towards more affordable and inclusive product lines, providing opportunities for disruptive innovations that offer high-quality products at more reasonable prices. ## Related on Trend Hunter - [Inaugural Designer-Led Ready-To-Wear Fashion](https://www.trendhunter.com/trends/atelier-victorias-secret.md) - [Eco-Conscious Sugarcane Bras](https://www.trendhunter.com/trends/walmart-8.md) - [Shapewear Collections Expand North](https://www.trendhunter.com/trends/shapermint.md) - [Romantic Size-Inclusive Intimates](https://www.trendhunter.com/trends/gabi-gregg.md) - [Inclusive Lace Collections](https://www.trendhunter.com/trends/parade-that-lace.md) - [Influencer-Backed Valentine's Day Collections](https://www.trendhunter.com/trends/bobbi-althoff.md) - [Retailer-Backed Maternity Capsules](https://www.trendhunter.com/trends/monica-and-andy.md) - [Liberating Lingerie Collections](https://www.trendhunter.com/trends/zhilyova.md) - [Dynamic Athleisure Apparel](https://www.trendhunter.com/trends/victorias-secret-relaunched.md)