But a growing number of lingerie brands are responding to discontent from consumers who want to see themselves better represented. Customers are embracing lingerie that encompasses alternative forms of sex appeal, and increasingly buying from brands that prioritize body positivity, comfort and proper fit. Diverse customersThe growing lingerie market is providing greater choice to another group of customers it has traditionally underserved: transgender shoppers. Racial diversity is also a growing force in the lingerie market. The brand's models include women with 35 different bra sizes and from a variety of backgrounds.

Source: CNN March 13, 2019 04:07 UTC