Towards an inclusive future for the lingerie industry: redefining gendered representations of 'sexiness' and eliminating stereotypes within an interdisciplinary framework
Towards an inclusive future for the lingerie industry: redefining gendered representations of 'sexiness' and eliminating stereotypes within an interdisciplinary framework
Amid recent movements toward greater inclusivity, diversity, and authenticity in fashion, the lingerie industry faces unique challenges and opportunities in reshaping its perceived (mis)representation of gender and sexuality. A multifaceted and interdisciplinary theoretical framework is used to analyse the role of major lingerie brands - Victoria’s Secret, Aerie, and Savage X Fenty - and their actions in defining, (re)shaping and sometimes reiterating traditional representations of femininity and sexuality. By integrating perspectives of feminist theories, gendered brand identity, and inclusive marketing practices, this framework reveals how key factors interact and intersect across brand strategy and operations within the lingerie sector, with sometimes unintended impacts. Divided into distinct levels - cultural, institutional and consumer – brands are challenged to adopt more authentic and diverse portrayals of femaleness by considering consumer-facing elements and underlying cultural and institutional factors that influence brand image and reputation. From these actionable insights, long-term strategies can be planned and carefully implemented through brand operations on inclusivity, paving the way for brands as potential advocates for progressive social change on gender and beauty.
inclusivity, gendered representations, redefining stereotypes, interdisciplinary approach, lingerie industry, Fashion
Tan, Karen
7d8c0413-99db-4ba6-a2a6-bfc7b361047b
24 May 2026
Tan, Karen
7d8c0413-99db-4ba6-a2a6-bfc7b361047b
Tan, Karen
(2026)
Towards an inclusive future for the lingerie industry: redefining gendered representations of 'sexiness' and eliminating stereotypes within an interdisciplinary framework.
In,
Masè, Stefania and Cedrola, Elena
(eds.)
Transforming Gender Norms in Fashion: The Intersection of Gender, Culture, and Couture.
(Palgrave Studies in Practice: Global Fashion Brand Management, 1)
1 ed.
Palgrave Macmillan Cham.
Record type:
Book Section
Abstract
Amid recent movements toward greater inclusivity, diversity, and authenticity in fashion, the lingerie industry faces unique challenges and opportunities in reshaping its perceived (mis)representation of gender and sexuality. A multifaceted and interdisciplinary theoretical framework is used to analyse the role of major lingerie brands - Victoria’s Secret, Aerie, and Savage X Fenty - and their actions in defining, (re)shaping and sometimes reiterating traditional representations of femininity and sexuality. By integrating perspectives of feminist theories, gendered brand identity, and inclusive marketing practices, this framework reveals how key factors interact and intersect across brand strategy and operations within the lingerie sector, with sometimes unintended impacts. Divided into distinct levels - cultural, institutional and consumer – brands are challenged to adopt more authentic and diverse portrayals of femaleness by considering consumer-facing elements and underlying cultural and institutional factors that influence brand image and reputation. From these actionable insights, long-term strategies can be planned and carefully implemented through brand operations on inclusivity, paving the way for brands as potential advocates for progressive social change on gender and beauty.
Text
Author accepted manuscript - Chapter - Towards an Inclusive Future for the Lingerie Industry
- Accepted Manuscript
Restricted to Repository staff only until 24 May 2027.
Available under License Other.
Request a copy
More information
Accepted/In Press date: 2026
Published date: 24 May 2026
Keywords:
inclusivity, gendered representations, redefining stereotypes, interdisciplinary approach, lingerie industry, Fashion
Identifiers
Local EPrints ID: 508427
URI: http://eprints.soton.ac.uk/id/eprint/508427
ISSN: 2523-3505
PURE UUID: ba1c614a-455f-428b-9ba3-d7591511d53d
Catalogue record
Date deposited: 21 Jan 2026 17:41
Last modified: 22 Jan 2026 02:27
Export record
Contributors
Author:
Karen Tan
Editor:
Stefania Masè
Editor:
Elena Cedrola
Download statistics
Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.
View more statistics