Gender Equality Reflected in Lingerie Advertising

Let’s be real—lingerie ads used to be all about selling fantasy through a male gaze. But over the last decade, something powerful has shifted. Brands aren’t just selling bras and panties anymore; they’re pushing boundaries, redefining beauty, and championing gender equality. And guess what? It’s working.

Take a look at Victoria’s Secret vs. Savage X Fenty. One clung to angel wings and runway glamour for years. The other, launched by Rihanna in 2018, made waves with unapologetic inclusivity—featuring models of all sizes, skin tones, gender identities, and even disabilities. The result? In 2023, Savage X Fenty hit $600 million in revenue, while Victoria’s Secret saw a 30% drop in market share from its 2015 peak (Forbes, 2023).

This isn’t just about sales—it’s a cultural reset. Consumers today demand authenticity. A 2022 McKinsey survey found that 68% of shoppers are more likely to support brands that reflect diverse identities in advertising. That number jumps to 82% among Gen Z.

So how exactly are forward-thinking lingerie brands embedding gender inclusivity into their marketing DNA? Let’s break it down.

The Old Rules vs. The New Reality

See the difference? It’s not subtle. Brands like Parade, Knix, and TomboyX now lead the charge—not just in product design but in storytelling. They’re using real customers in campaigns, avoiding heavy retouching, and normalizing bodies as they are.

Why This Shift Matters Beyond Morality

Sure, promoting gender equality is the right thing to do. But smart brands know it’s also the profitable thing to do. Consider this: inclusive campaigns generate 2.5x more social media engagement (Hootsuite, 2023). Plus, 57% of consumers say they’ve switched brands due to perceived inclusivity gaps.

And it’s not just women-driven brands making moves. Gender-neutral labels like Crumpled and Othership are gaining traction, offering styles that don’t conform to traditional binaries. Their customer base? 41% identify as non-binary or genderfluid, according to internal brand surveys.

What Should You Look For?

If you're choosing a brand—or evaluating one—here are three red flags and green flags:

• Red Flag: All models fit one body type or gender expression.
• Green Flag: Campaigns feature people with visible scars, stretch marks, or adaptive clothing needs.
• Red Flag: Ads use phrases like "sexy enough for him."
• Green Flag: Messaging centers on self-expression, comfort, and autonomy.

At the end of the day, lingerie advertising is no longer just about selling underwear. It’s about shaping culture. And when brands embrace true gender equality, they don’t just reflect change—they drive it.