even Victoria’s Secret has stopped using leggy supermodels in their campaigns in favour of women of all ages, races and body types.
Where the industry was once about sex and seduction, it is now focused on comfort and the way lingerie feels rather than just how it looks.“As women have become more and more vocal about the issues they – or I should say we – face, it has also become clear that the underwear that is under-performing is the underwear that has been primarily designed for a male audience,” says Gesche Stevens, the founder of lingerie brand Phaein. “This is the root of all the change we are seeing.”So is it goodbye to the male gaze forever?
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