In recent years, some lingerie brands have jettisoned beauty norms in favor of a more modern claim. Here’s a selection of brands that are transforming the lingerie industry from within with a more inclusive definition of beauty.
Cantiq (USA)
American Chelsea Hughes founded Cantiq in 2015 with the intention of offering lingerie that fits all body shapes. “Chelsea believes that lingerie shouldn’t conform to conventional beauty norms", according to the brand’s e-commerce website. The bras and panties are made of elastic satin and stretchy spandex lace. Most models are handmade and can be delivered to order within 14 to 21 days.
Going beyond plus-size integration, the Los Angeles-based brand joins the gender fluid movement by catering to transgender, intersex, cis women and men. Cantiq uses them as models for their collections, giving them greater visibility in an industry generally based on a binary gender approach and a very narrow definition of beauty.
Prices: between 33 and 56 euros, 118 euros for a body.
Lolo Paris (France)
With its 63 bra sizes, the Lolo Paris brand describes itself as “lingerie experts for all body shapes”. Since its launch in 2019, the founders, engineers Mélissa Perraudeau and Océane Brière, have been proposing to revise the measurement system for bras. They rely on an algorithm to determine the most appropriate size for each person.
The company has not only developed lingerie, but also swimwear and period underwear. The collections are presented on models with different body shapes, far from the heterogeneity of models that were once considered the norm.
Prices: 95 euros for a bra, 115 euros for a swimsuit.
Napperon (France)
With the development of an original concept, the French brand Napperon is breaking new ground and serving customers regardless of their gender. The idea: to use embroidered doilies, curtains and tablecloths to create unique lingerie. The articles are made on request according to the size of the wearer and are aimed at all genders.
The brand’s no-gender approach can be seen most notably on its Instagram account, where the images feature both men in openwork panties or lace kimonos and women in the same outfits
Prices: 95 euros for a “support” bra, 85 euros for a “light” bra and around 55 euros for briefs.
We are we wear
Founded in 2019, the English brand offers lingerie, swimwear and activewear in sizes XS-3XL and 30A to 44FF. She diversified her offer in 2022 by opening up to the men’s division. However, the offer should become even more inclusive. “We are working to develop a fully inclusive range of products, with our latest collections being focused on a genderless silhouette,” the website reads.
Prices are around 45 euros for a lace bra.
Moons & Junes (Denmark)
“There is no one-size-fits-all formula for comfort", the lingerie brand advertises on its website. The Copenhagen-based Danish company says it has made its Instagram account an “ode to all sizes and shapes”. A quick scroll confirms this: the account is a manifesto for the variety of body shapes and praises lingerie without underwire or padding.
In the Moons & Junes online shop, the offer includes basic-style underwear intended for everyday use, such as blue organic cotton briefs or a V-neck triangle bra made of double-layered, silky mesh. But there are also panties with transparent elements and swimsuits.
Prices: around 50 euros for a bra, 24 euros for cycling shorts.
Avant Minuit (France)
Similar to the American brand Cantiq, the young label Avant Minuit from Nantes demands lingerie for all bodies and genders. The brand was founded by Adélaïde Brient and offers lace underwear for trans people. The founder’s commitment to this community, often forgotten by mainstream lingerie brands, has recently led her to create tucking underwear. This is a technique that hides the shape of the penis so that it cannot be seen through clothing.
Avant Minuit uses an inclusive design signature and caters primarily to individuals who don’t fit into the gender norms traditionally assigned by society. The items are GOTS or Öko-Tex certified or are designed from stock.
Prices: 60 euros for a bra and 65 euros for a pair of lace panties.
Lou Manesse (France)
Within the ranks of sexy lingerie brands, Lou Manesse stands out with a more diverse approach to the bodies she represents. Their market debut in 2021 was accompanied by a strong decision: pieces for all genders and body types are entirely handcrafted in France. The pieces are available made to measure, but many of them are also customizable.
Ribbons, tulle and playing with cuts are the brand’s DNA, although the designer explains on her website that she didn’t want to commit to a predefined style. She tries to adapt as much as possible to the wishes and suggestions of those around her and not to force herself into a conventional image that does not suit her.
Prices: 175 euros for a body, 50 for boxer shorts, 130 euros for a harness.
This article was similarly published on FashionUnited.fr. Translation and editing: Barbara Russ