THE BRANDS BREAKING THE MOULD

AERIE

American Eagles-owned Aerie has made a splash with its boundary-breaking advertising campaigns that celebrate our differences. The #aeriereal Insta hashtag encourages customers to join in the transparency conversation. ae.com

CUUP

Launching in the US this year and coming to the UK early 2019, Cuup’s mission is simple: to create flattering, lightweight, supportive bras for every woman. ‘Why can’t a G cup customer have the same experience as a B cup?’ asks co-founder Abby Morgan. shopcuup.com

LEMONADE DOLLS

Launching 14 December, Lemonade Dolls is a sassy brand making a play for the 18-30 market. ‘Women are fed up of just being able to buy push-ups and “chicken fillet” bras,’ says founder Lemon Fuller. ‘Girls want something comfortable but still fun and sexy on their own terms. It is about feeling comfortable in your skin.’

LES GIRLS LES BOYS

Agent Provocateur founder Serena Rees’s second act, Les Girls Les Boys, was founded in 2016 and is equally disruptive. Targeting Gen Z and Millennials, 60% of the collection is unisex and seasonal Polaroid campaigns are unretouched. ‘I think it’s important we challenge outdated ideas and established norms, in exchange for a modern approach that encourages empowerment, and is both open-minded and inclusive for all genders,’ she says.

THIRDLOVE

Founded by Heidi Zak in 2012, Thirdlove’s bras are designed from the measurements of real women. The brand offers 74 sizes. ‘Whatever her shape or size, we want every woman to see herself reflected on Thirdlove’s website, and feel welcomed by our offerings,’ says chief creative offificer officer Ra’el Cohen. thirdlove.com

BEIJA LONDON

Founded by sisters Abbie Miranda and Mazie Fisher in 2016, Beija London’s tagline is ‘One Size Does Not Fit All’. The three-tiered sizing system celebrates different body shapes, while understanding that different sizes have different needs.