There’s no doubt in anyone’s mind that lingerie has been a part of women’s communities for centuries. Notably, lingerie, no matter how ‘naughty’ it might seem to the public, lingerie and women’s comfort wear have been evolving for decades. While it does look classy, provocative, and sometimes a good exotic, it has been a forbidden - sometimes taboo matter - for most of its part.
In the modern corporate world, large burgeoning lingerie companies are usually poised to serve an international market. These companies will often cater to a wide variety of audience, but usually for different skin tones, cultural backgrounds, and progressive women in western countries. However, India, which is known for its exclusive economic policies that will put Indian economies first, wants to challenge this notion by producing lingerie that would cater to Indian women first.
Culturally speaking, lingerie has been widely used around the world, but most Asian communities, especially conservative communities, are less likely to be acceptable to women buying lingerie. Not only does this promote progressive women empowerment, but this could also lead to shifts in traditional practices.
So how does Indian Lingerie companies compete with other locale and international brands? Here’s how the Indian Lingerie fashion have skyrocketed in popularity an
Your Body Shape Matters
Lingerie designs are often catered towards women of all shapes and sizes. Contrary to what most people think, the ideal shape for women, which is usually found in magazines, is not the most common body type. As such, most Indian lingerie companies will use lingerie that are catered towards less-known body features, such as more rounded hips, a larger stomach, and broader chests among comfort wear and innerwear.
The early 2000s saw big lingerie brands promoting more erotic images across their lingerie advertising for both men and women. Although feminism still struggled as the lingerie continued to be perceived as objectifying women, the general connotations associated with lingerie and its consumption started to change. he key element was the ownership and choice of sexuality. This variable affecting the relationship between feminism and lingerie, made the production shift to the wearer’s intention. Intimate apparel shed its associated taboo, paving way for the space it needed for functional aspects of clothing, such as comfort.
Another factor leading to the said rise is that the entire notion of what's sexy has evolved. With that said, the term ‘sexy’ is less on what a man sees as sexually provocative and more on how a woman feels about herself.
Social media, while often criticised for propagating unrealistic standards of beauty, also challenged the same and created a movement for body positivity, encouraging the acceptance and appreciation of women’s bodies, which came in different shapes, sizes, and appearances. In other words, women have claimed their bodies back for themselves rather than the pleasure of others. Gone are the days of lingerie as something men bought for their wives. Now, lingerie is all about making women from different cultural backgrounds feel more empowered.
While it’s true that the international lingerie fashion industry is more catered towards western women, the rising lingerie industry in India focuses more on a more locale audience. Lingerie brands in India have designed their products to comfortably fit the body shape of women.
Here at Billebon, we strive to give Indian women an accessible and cost-effective means of being progressive and comfortable with their bodies. We understand that in a more industrial country like India, most products are eventually shipped out to be used in Western countries. As a company, we put emphasis and value into our Indian workforce and our products are a labour of love towards the Indian people.