Undress to Impress: The New Girl Power
The world of lingerie has long been associated with impacting upon a women's self-image with previous polls placing the number between 70-85% of women who believe that it affects their confidence. Now, the world of the undergarment is being taken to a whole new level with it being used as a symbol of self-empowerment. Whilst previous marketing strategies for knickers were aimed at impressing men or the other extreme of simply being a cover for our intimate areas, now underwear is being used as a symbol of a new beauty standard. Over the last couple of weeks there has been a rise in plus-size women posting images of themselves in their underwear to defy the media stereotypes of women's bodies. Slim women have done the same in solidarity to express approval at all body types. And now, new campaigns have focused on an older demographic to model underwear with women in their 60's being recruited to model in their intimates.