The lingerie and swimwear industry has reinvented the rules of glamour by speaking generously and delightfully to all women. It began with getting away from stereotypes based on extreme thinness, gradually making space for plus size models on runways, and then, with varying amounts of curves, in advertising campaigns.

For women who have had their lives shaken up by surgery, Megami offers post-operative lingerie. Products are now available in several sizes covering a range that more accurately reflects all body types. Images for catalogues and other ad campaign visuals are featuring models with non-retouched bodies, proudly displaying stretch marks, varying degrees of curviness, and even boldly embraced body hair. Danish designers Moons and Junes intend to show how beautiful realism can be by spotlighting all kinds of physiques. With their hashtag #bitsandboobs, this brand encourages women to post their bustlines on their official website. At American brand Girlfriend Collective, this active wear line is made in sizes ranging from XXS to 6XL, allowing all women to be eco- friendly; this brand only uses fibers made from recycled plastic bottles. French brand Madame porte la culotte is intended first and foremost to make women happy with a combination of comfort and beauty.