Preview: Bare-it-all Branding

Many brands are steering away from sexualised imagery that focuses on hiding or enhancing the body, such as Hosiery brand Heist, which positions its products as a kind of second skin. ‘We’ve moved away from Heidi Klum in a lounge chair against a Hawaiian sunset,’ co-founder Edzard van der Wyck tells LS:N Global. He asserts that tights and other intimate items of clothing aren’t about ‘that very simplified external view of beauty anymore. It’s about internal confidence’. 

Others, such as period-proof underwear brand THINX, are igniting discussion around the taboo topic to eliminate shame and empower women.