The fashion industry has undergone dramatic changes in recent years, and more labels – both high-end and high street – than ever before are catering to women of all shapes and sizes. In the 90s, when Kate Moss was the ultimate fashion industry icon, underwear was all about thongs and barely-there bras. This was fine for some, but uncomfortable and impractical for anyone with curves or big boobs. The only option was often to cover up in large, supportive and downright unsexy underwear.


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Things have changed considerably, however, with many designers aiming to create attractive, luxurious and comfortable underwear for those with curves or fuller figures.

Ashley Graham

US model Ashley Graham has a huge following on social media and often posts pictures of herself on modelling shoots or flaunting her enviable curves in stunning bikinis on exotic beaches. As one of the world’s most successful plus-size models, Ashley holds a significant amount of sway in the fashion world. She has her own underwear and swimwear lines that are designed to be sexy, striking and comfortable for all shapes and sizes. Recently named as one of Glamour Magazine’s Women of the Year, Ashley says she is determined to make a change in the fashion industry.

High Street Brands

High street department store Debenhams made headlines when they started using more realistically proportioned mannequins to display underwear in-store, and they also used models in a variety of sizes for advertising campaigns. The lingerie market is huge, and designers and retailers are starting to realise they need to cater for all women in order to stay at the top. The Prima Donna Deauville brief range is an example of a collection that is flattering and sexy on any shape or size, and the complementary bras make it easy for plus-size or curvy women to put together stunning lingerie sets for any occasion when they want to feel their best. You might be wondering, who sells the Prima Donna Deauville briefs range? You’ll find it is readily available from reputable online retailers. One of the best ways to create a flattering look is to ensure the Prima Donna Deauville brief of your choice is a perfect fit. Being tempted to squeeze into a size too small will actually make you appear bigger.

Whatever your size, it’s now easier than ever to find the perfect lingerie.