Underwear and shapewear campaigns celebrating every body type

Welcome to woman&home’s online shopping guides, where we reveal where to buy the most popular and top-rated products. This guide is about the underwear and shapewear brands celebrating every body type, but you may also be interested in our edits of work bags from Aspinal London, reusable and stylish face masks, and new sports bra brands you need to know about.

Finding the perfect piece of lingerie that makes you feel comfortable and amazing in your own skin is no mean feat. For years the lingerie industry has felt saturated with restricted designs and over-sexualised images of women. It’s no surprise that we are overjoyed by the recent emergence of diverse and body positive brands that are completely reinventing and taking the lingerie industry by storm. We’ve rounded up all of the amazing underwear and shapewear brands that are celebrating every body type, so that you too can feel empowered in your lingerie. If you’re after a particular underwear solution, we have also rounded up the best shapewear reviews.

The underwear and shapewear campaigns celebrating every body type


Founded in 2015, Heist’s mission is to liberate women from disappointing underwear. Through a combination of innovative technology and scientific knowledge of the female form, Heist create garments that promise to change every woman’s experience of disappointing underwear for good. Their revolutionary shapewear can take 5cm off your waist without a hint of tightness. What more do you need to know?

Heist have recently expanded their debut underwear range, The Sheer Collection, to include complexion-complimenting colourways. Available in Subtle Blush, Warm Sage and Deep Berry, the new pieces are designed to look, feel and perform! Created using the Fitzpatrick Skin Scale, each shade matches and compliments the complexion like a secondary skin tone.

The Sheer Collection was co-created with 150 women from the Heist community, giving supporters of the brand the opportunity to work collaboratively with Heist’s all female innovation team. Working with women across a broad range of sizes, body shapes, ages and ethnicities, Heist has created innovative and beautiful underwear that suits women’s everyday needs.


Lingerie retailer, womanhood, was launched in 2019 to disrupt the lingerie industry. They are the only British e-tailer to stock brands all designed by women, for women. Womanhood empowers and champions every body type, by carrying quality underwear in a range of sizes and showcasing models who are real women and often customers!

Founder Tanya Robertson says “womanhood is a celebration of womankind and also an attempt to change women’s relationships with their bodies. The goal is to create something that doesn’t make women feel like they have to look or be a certain way to belong.”

Womanhood saw a huge increase in traffic during lockdown, with 178% uplift in sales. Their online shop has been and continues to be a safe haven for women looking to update their lingerie without being faced by unrealistic images of models.

The lingerie retailer offers a unique combination of affordable luxury brands, many of which are being stocked in the UK for the first time. Their latest launch includes stunning designs from British lingerie brand Dora Larsen and Copenhagen-based brand Moons & Junes.

Womanhood, underwear and shapewear brands celebrating every body type

Womanhood, underwear and shapewear brands celebrating every body type

Boux Avenue

This summer, Boux Avenue launched its first unretouched lingerie campaign to help encourage women to embrace their own unique style and shape. Celebrating diversity and body confidence, the campaign is fronted by brand ambassadors, Malin Andersson and Zara McDermott, alongside models and fashion influencers, Ama Peters and Kaz Kamwi.

Boux avenue, unretouched campaign, underwear and shapewear celebrating every body type

Malin Anderson models for Boux Avenue’s unretouched campaign

underwear and shapewear brands celebrating every body type

Malin Anderson models for Boux Avenue’s unretouched campaign

Malin comments: “I’ve always spoken openly about body image, and how in my teens all I saw were airbrushed images in magazines – and that I thought it was how I was supposed to be. I remember it consuming me so much I obsessed day after day with calorie counting and trying to look like a size 0 model – whilst also losing myself in the process… I’m so glad to be working with Boux Avenue – a brand that represents women of all shapes and sizes. I share with you my unedited shoot post lock down, perhaps not eating the best or working out that much – but I present to you ME. I stand tall and bold with their colourful new collection and ask you all to LOVE the body you are in.”

Boux Avenue’s inclusive lingerie is available in sizes 30B-44G.


Renowned for their thermals, Damart has always been a go to for consistently amazing undergarments. This season sees Damart launch their new thermal invisible collection, which combines warmth with invisibility. Championing body diversity, the range is available in five different shades to blend to every skin tone. An autumn/winter must-have for any wardrobe, the invisible thermal vest can be worn under any outfit. Featuring stretch for a smooth fit and Damart’s famous Thermolactyl thermal technology, this super soft vest will keep you toasty warm whatever the weather.

Damart invisible thermals

The underargument

Black female-owned lingerie brand the underargument, champions diversity and empowerment by blind casting real women to model their underwear. Instead of submitting photographs and measurements, women are asked to submit their stories. The brand name itself is a play on the words ‘undergarment’ and ‘argument’, representing the brand’s argument against the norm and status quo.

underwear and shapewear brands celebrating every body type

underwear and shapewear brands celebrating every body type

Founded by Maïna Cissé, the underargument aims to be more than just a lingerie brand. The brand is also a platform for positive social change.

Maïna speaks of how “using a product that’s so close to our skin as a medium reminding us daily to embrace everything that is us made a lot of sense”.

Their process of anti-casting was born out of a desire to avoid conventional marketing. Instead, the underargument looks for new ways in which it can showcase different types of real women.

“You do not need any modelling experience, we don’t need to see your photos, nor do we need your measurements to select you, just your beautiful words”

The underargument invites all women to take part in their anti-casting, to bravely share their naked truths and represent diverse mindsets and experiences. Their collections set out to encourage the wearer to embrace their individuality and question the status quo.

Shop our favourite pieces from the underwear and shapewear brands celebrating every body type:

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