Arguably, This Underwear Brand Is A LOT More Inclusive That Rihanna’s Savage X Fenty

Arguably, This Underwear Brand Is A LOT More Inclusive That Rihanna’s Savage X Fenty

    By Lucy Morris Posted on 16 Jun 2018

    Rihanna’s business model is simple: disrupt the market. She drops an album that’s sonically brazen and boundary-breaking, she moves into fashion and advocates for a set of new models, she enters the beauty arena and shines a light on the diversity double standards of the cosmetic industry and then she launches an inclusive lingerie line, Savage X Fenty. Yet, RiRi’s got stiff competition.

    Where Victoria’s Secret has made affordable underwear easily accessible, American label ThirdLove has made accessible sizing affordable. Up to 20 per cent of women have breasts of visibly different sizes and 80 per cent of reportedly wear the wrong size bra, but is this because until now lingerie sizing has been too limited?

    Internet-savvy intimates label ThirdLove have expanded their fits to accommodate every type of woman and now offer a total of 70 sizing options. The company now offers back sizes starting at 24 and ranging up to 48 and cup sizes starting at AA and running up to H as well as newly implemented half-cup sizes. ThirdLove has also introduced a silhouette named the 24/7 Classic Contour Plunge that has removable padding so asymmetric breast sizes are catered for.

    To compete with Rihanna’s wide-ranging nude line the company have also added seven ‘naked’ colours. ‘We had launched our range of Nakeds in February 2017, and it’s been wildly successful,’ founded Heidi Zak told Fashionista. ‘We wanted to make sure we brought that to this customer first. Instead of doing too many styles, but not being able to support the colours, we felt like it was more important to focus on one style to start in a multitude of colours, and then to add on styles.

    Keep up to date with all the Fashion & Beauty news, click here to subscribe to Grazia on Great Magazines and have the latest issue delivered to your door every month.