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Business of Fashion: Cosabella

August 02, 2021
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*Story from Business of Fashion*




The Intimates Business Is Changing. Can A 40 Year-Old Lingerie Company Keep Up?

Not all that long ago, the prototype for marketing underwear was to feature tall, thin, often white women, an image epitomized by intimates giant, Victoria's Secret. Today, many shoppers prioritize comfort over sex appeal, and a crop of new underwear brands have pushed the industry to focus on diversity and inclusion. Products like bralettes now outpace the once-evergreen push-up bra while women of all shapes and sizes are celebrated on social media. Even Victoria's Secret is swapping out its squad of supermodels (dubbed the 'Angels') for a diverse group of women famous for their advocacy and achievements.

In wake of the market's disruption, legacy brands are evolving to keep up. Cosabella, a 40-year-old intimates brand best known for stretch-lace lingerie is the latest example. The company is unveiling a rebrand, moving towards a more inclusive image. It will also being selling intimates, swim, and sleepwear for the male body form. So can older lingerie brands keep up with the new found industry focus on diversity and inclusion?