Let’s be honest with ourselves. Lingerie is manufactured for women to wear. However, much of the purpose behind lingerie is to stir the fantasies of men. You only need to look at the advertisements of some of the biggest lingerie brands to see that most bras, panties, and accessories are designed to put men in a state of arousal. However, some of that might be changing. More and more lingerie brands are targeting their products with the message that men are optional when it comes to lingerie.
Some of it started with a woman named Heidi Zak. Zak realize one morning that she hated having to shop for bras. She quickly realized this was because so many bars were designed for appearance and not for comfort. She started a business called ThirdLove. ThirdLove sells basic undergarments designed by women for women. Run exclusively online, Thirdlove allows women to purchase bras and panties without all the hangers, fluorescent lighting, and annoying overhead music.
Zak’s brand is also reshaping the messages behind lingerie. Foe example, ThirdLove doesn’t view lingerie as a product for sexual fantasy. Instead, it show how lingerie can provide comfort, confidence, and empowerment. Perhaps this message is best communicated through the advertisements on the ThirdLove website. Traditionally, lingerie models have been photographed gazing sensually into the camera. At ThirdLove, the models gaze downward at themselves. This suggests the model is wearing the lingerie for her own comfort and not the for the pleasure of someone else. What a terrific message!