Realism and Representation: Diversity in Lingerie Advertising
Exploring age, body, and identity diversity in lingerie advertising—and why true representation empowers all women.
Lingerie advertising has long been saturated with images of youthful, thin, able-bodied models, presenting a narrow vision of beauty and desirability. However, a growing movement among independent designers and vocal advocates is striving to challenge these stereotypes, celebrate diversity, and illustrate that lingerie is, and always should be, for every woman—regardless of age, body type, race, or ability.
The Problem: A Narrow Standard of Beauty
Most mainstream lingerie ads depict an ideal that is far removed from reality for the majority of women. Consider these persistent industry issues:
- Age Diversity: Older women rarely appear in advertisements, rendering them invisible and perpetuating youth-centric beauty ideals.
- Body Diversity: Models are typically thin and fit, minimizing representation for plus-sized and curvier women.
- Racial Diversity: Non-white models are underrepresented, further restricting cultural inclusivity.
- Disability Inclusion: Disabled and differently-abled individuals are almost never reflected in ads, neglecting a significant portion of potential consumers.
According to fashion research, these trends contribute to lower self-esteem and reinforce the idea that lingerie—and by extension, feeling attractive—is reserved only for those who fit these narrow standards.
Independent Brands: Champions of Diversity
This movement towards inclusivity is being led largely by independent, woman-owned brands such as Harlow & Fox, Evgenia Lingerie, and Between the Sheets. These companies have made conscious commitments to:
- Feature a range of ages—including mature women who have long been excluded from fashion imagery.
- Design pieces that accommodate varied body types and personal styles.
- Use ethical manufacturing and support social justice initiatives through branding and advocacy.
- Choose models who truly reflect their diverse clientele, including openly queer, disabled, and women of color.
Case Study: A Realistic Lingerie Photo Shoot
Last month, Cora Harrington of The Lingerie Addict blog collaborated with other lingerie bloggers—Rose Wednesday, Elisabeth Dale, and Sweets—to execute a photo shoot that reflected real, diverse women often ignored by mainstream advertising.
- Each participant brought her unique perspective and body type, including older women, plus-sized models, and those with visible disabilities.
- They wore pieces from independent brands committed to diversity and ethical production.
- The shoot was not only about the lingerie itself, but about celebrating the personalities and stories behind each model.
- “It’s about showing that lingerie is for everyone to enjoy,” wrote Harrington.
- Participants emphasized that lingerie should make wearers feel attractive and confident, regardless of age or shape.
Perspectives from Designers and Models
Lingerie designers and participants spoke candidly about the importance of representation:
- Leanna Williams (Harlow & Fox): “There’s such a lack of age diversity in mainstream lingerie advertising.” Williams expressed pride in designing pieces that made mature women feel beautiful.
- Layla L’obatti (Between the Sheets): “Women who have passed a certain age are also rendered nearly invisible by an industry that chases youth and ableism.”
- Stephanie Bodnar (Evgenia Lingerie): “Indie designers are capable of developing pieces for a variety of bodies and personal styles.”
- Elisabeth Dale: “Older women are mostly invisible. That’s why I wanted to represent my generation—even if posing in lingerie was intimidating at first.”
- Sweets: “Though I’m larger than many brands’ target customers, I suspect I’m closer to the majority of consumers, not the minority. I want imagery to celebrate everyone who wears lingerie.”
What Diversity Actually Looks Like
True diversity in lingerie advertising extends far beyond token representation, and must include:
- Age: Featuring young, old, and every age in between.
- Size: Celebrating bodies that are plus-sized, curvy, athletic, petite, and everything else.
- Race & Ethnicity: Incorporating women from all backgrounds, making sure that non-white models have meaningful visibility.
- Disability & Queerness: Including differently-abled, queer, and nonbinary individuals whose identities are often overlooked.
- Personal Style: Allowing individuality and self-expression in how models wear and style lingerie.
What others are reading
Breaking Down the Changing Landscape—A Comparison Table
| Brand/Aspect | Mainstream (Traditional) | Indie (Inclusive) |
|---|---|---|
| Model Age | Primarily young (18–30) | All ages—youthful, middle-aged, elderly |
| Body Type | Thin, select curvy | Plus-size, athletic, petite, etc. |
| Race/Ethnicity | Predominantly white | Multi-ethnic, multicultural |
| Disability | Rare/never included | Open inclusion of visible disabilities and diverse abilities |
| Manufacturing | Standard, little advocacy | Ethical, social justice-driven |
The Impact: Why Representation Matters
When advertising is more realistic and representative:
- Women feel seen: If you see someone like yourself in lingerie ads, the message is clear: you’re worthy, stylish, and beautiful, regardless of age or body.
- Self-Esteem improves: Inclusive imagery helps counteract stereotypes, combats eating disorders, and builds positive body image.
- Brands build loyalty: Authentic diversity in branding increases consumer trust, making shoppers more likely to support businesses that value them for who they are.
- The industry shifts: As diversity becomes the norm, the definition of beauty expands, and fashion moves closer to true inclusivity.
What Needs to Change: Industry Challenges
Many professionals remain skeptical about rapid change, acknowledging the resistance of mainstream, commercial lingerie brands:
- “One shoot can’t change commercial ideals overnight.” Visibility is a critical first step—ongoing advocacy and consumer support are needed to maintain momentum.
- Lack of diversity in mainstream brands. According to one report, just 21.8 percent of women in major ad campaigns were non-white, and only 1.4 percent were above a US size 12.
- No representation of transgender or disabled individuals. None of the larger lingerie brands included openly transgender or disabled models in campaign imagery.
Success Stories: Pioneering Brands and Campaigns
- Curvy Kate: The UK-based lingerie company has prioritized broad representation, showcasing models of varying ages, sizes, races, and abilities in its collections.
- Inspirational stories, like that of Taylor Crisp (an amputee and athlete), highlight how difference is normal and relatable—and why authentic diversity matters.
- Aerie: Social media campaigns demonstrate more racial and body-size diversity than larger competitors, though improvement is still necessary.
Frequently Asked Questions (FAQs)
Why is diversity in lingerie advertising important?
Because it helps all women see themselves as attractive and deserving, counteracts harmful stereotypes, and encourages broader representation in fashion imagery.
Which body types and identities should be represented?
All bodies: plus-sized, curvy, petite, athletic, different-abled, young and old, queer and straight, and every skin tone.
Are mainstream brands starting to embrace more diversity?
Some are, slowly. Indie brands have led the charge, while large corporations have often lagged behind, with only minor increases in model diversity over time.
What can consumers do to support diversity?
Support independent, inclusive brands, engage with campaigns that reflect real-world diversity, and speak out through social media and purchasing choices.
Will diversity in advertising change beauty norms?
Gradual industry-wide change can expand beauty norms to include a truly wide spectrum of identities and bodies. Consistent, visible representation is key.
How to Spot a Truly Diverse Lingerie Campaign
- Inclusive age range (teens to elderly).
- Bodies of different shapes, sizes, and abilities.
- Varied skin tones and cultural backgrounds.
- Clear messaging supporting acceptance, social justice, and empowerment.
- No airbrushing or manipulating features to conform to stereotypes.
Why Indie Brands Lead the Way
With fewer constraints, indie brands often outperform their mainstream counterparts in:
- Experimenting with casting calls open to all.
- Collaborating with real customers, bloggers, and advocates.
- Championing ethical practices and transparent storytelling.
- Treating every model as an individual—personality prioritized alongside physical appearance.
Get Involved: Make Diversity the New Normal
Change begins with both brands and consumers. Advocate for diversity by:
- Choosing lingerie brands that embrace inclusivity.
- Sharing positive, diverse images on social media.
- Demanding better from larger corporations and retailers.
- Encouraging friends and family to recognize beauty in all its forms.
Industry Statistics at a Glance
- Only 21.8% of models in major campaigns are non-white.
- A mere 1.4% are above a size 12.
- Transgender and disabled models are virtually absent in most campaigns.
Final Thoughts: Towards True Beauty
The journey toward realistic, inclusive lingerie advertising is both an industry challenge and a cultural imperative. By prioritizing diversity, brands empower women to embrace their unique identities and redefine beauty on their own terms. While there is still a long way to go, the voices of advocates, designers, and real women are reshaping the fashion landscape—and the future looks more beautiful for it.
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