In a world where fashion often feels like a one-size-fits-most game, a quiet revolution is unfolding in the intimate apparel industry. Picture this: a shopper browsing for underwear no longer has to settle for ill-fitting options or feel excluded by limited size ranges. Instead, they find brands that celebrate every body, from petite to plus-size, with sustainable fabrics to boot. This is the promise of inclusive sizing, a movement gaining serious traction in the global lingerie market, where eco-conscious players like AndCircus are leading the charge.

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The Rise of Body Positivity and Size Inclusivity

The global lingerie market, valued at USD 90.0 billion in 2024, is projected to soar to USD 151.0 billion by 2033, growing at a compound annual growth rate (CAGR) of 5.78%. A key driver? The surge in demand for comfortable, stylish undergarments that cater to diverse body types. Asia-Pacific, commanding over 40.2% of the market share in 2024, reflects a global shift toward inclusivity, fueled by rising disposable incomes and growing awareness of body positivity. Consumers aren't just buying lingerie; they're investing in self-expression and personal comfort, demanding brands that reflect their values.

Body positivity movements have flipped the script on traditional fashion norms. No longer confined to narrow size ranges, shoppers expect underwear and loungewear that fit their unique shapes whether that's a UK size 28 or a US size 2. Brands are listening. According to Grand View Research, the intimate lingerie market, valued at USD 14.72 billion in 2023, is expected to hit USD 27.37 billion by 2030, with a robust CAGR of 9.7%. North America alone holds a 27.6% share, with the briefs segment dominating at 56.9% of revenue. This growth isn't just about numbers it's about a cultural shift toward celebrating all bodies.

AndCircus and the Eco-Inclusive Vanguard

Enter AndCircus, a brand that's weaving sustainability and inclusivity into the fabric of its mission. Unlike traditional lingerie giants, AndCircus designs eco-friendly underwear and loungewear for all genders, offering sizes that span the spectrum. Their approach is a masterclass in listening to consumers: leveraging advanced sizing technology and data analytics to ensure a better fit for every body. It's not just about adding sizes; it's about reimagining how intimate apparel is made, from sustainable materials to ethical production processes.

Other brands are following suit. Take designer Karoline Vitto, who, as reported by Vogue Business, faced resistance when trying to produce a UK size 28 dress for a photoshoot. When pattern cutters balked, claiming it was “too specialized,” Vitto took production in-house, learning the nuances of plus-size garment creation. Her story underscores a broader trend: brands that embrace inclusivity often have to innovate, whether by mastering new grading techniques or tapping into online courses like Motif's for plus-size production.

The Challenges of Scaling Inclusivity

Expanding size ranges isn't as simple as it sounds. Producing inclusive apparel, especially with sustainable materials, comes with steep challenges. As Vogue Business notes, designer Tanya Taylor found that creating plus-size ranges required more fabric, new base patterns, extra samples, and specialized fit models. Yet, she discovered it wasn't prohibitively expensive or time-consuming. By engaging her Instagram community to pinpoint which styles her audience wanted in larger sizes, Taylor streamlined her offerings, excluding about 20% of her mainline styles from extended sizing. This strategic approach highlights a key challenge: balancing inclusivity with efficiency.

Cost is another hurdle. Scaling up size ranges often means higher production expenses, from sourcing eco-friendly fabrics to meeting factorie's minimum order quantities. For smaller brands like Vitto's, the struggle is real her in-house production is stretched thin as demand grows. Then there's the issue of consumer education. Many shoppers still aren't aware of the complexities behind size-inclusive production, and brands must bridge that gap to build trust and loyalty.

Opportunities in a Size-Inclusive Future

Despite the challenges, the opportunities are vast. The lingerie market, pegged at USD 99.12 billion in 2025 and projected to reach USD 147.55 billion by 2030 with an 8.28% CAGR according to Mordor Intelligence, is ripe for brands that cater to underserved demographics. Plus-size and petite consumers, long overlooked, represent untapped markets. Brands that deliver well-fitting, sustainable options can capture these segments and build fierce loyalty.

Inclusivity also boosts brand reputation. Consumers today don't just buy products; they buy into values. Brands like AndCircus, which prioritize eco-conscious production alongside diverse sizing, resonate with shoppers who care about both the planet and personal fit. This alignment with corporate social responsibility enhances consumer trust and strengthens internal company culture, creating a virtuous cycle of impact and growth.

A Memorable The Future of Fit

The intimate apparel industry stands at a crossroads. As body positivity reshapes consumer expectations and sustainability becomes non-negotiable, brands like AndCircus are charting a path forward. Their commitment to inclusive sizing and eco-friendly practices isn't just a trend it's a blueprint for the future of fashion. For other brands looking to follow suit, the playbook is clear: invest in sizing technology, engage directly with consumers, and prioritize sustainable materials without compromising on fit. The reward? A loyal customer base and a market projected to grow by billions in the coming years. In a world where every body deserves to feel seen and celebrated, the intimate apparel industry is finally catching up one size at a time.

Frequently Asked Questions

What is driving the growth of inclusive sizing in the lingerie market?

The global lingerie market's growth to a projected $151 billion by 2033 is largely driven by body positivity movements and consumer demand for comfortable, stylish undergarments that cater to diverse body types. Shoppers are no longer settling for limited size ranges and expect brands to offer inclusive sizing from petite to plus-size options. This cultural shift toward celebrating all bodies has created significant market opportunities for brands that prioritize size inclusivity.

What challenges do brands face when expanding to inclusive sizing for intimate apparel?

Creating size-inclusive intimate apparel presents several manufacturing challenges, including higher production costs, the need for new base patterns, extra samples, and specialized fit models for different size ranges. Brands often struggle with minimum order quantities from factories and sourcing sustainable fabrics across extended size ranges. Additionally, some manufacturers lack expertise in plus-size garment construction, forcing brands to invest in specialized training or bring production in-house.

How are sustainable lingerie brands like AndCircus leading inclusive sizing efforts?

Eco-conscious brands like AndCircus are combining sustainability with inclusivity by using advanced sizing technology and data analytics to ensure better fit across all body types and genders. These brands prioritize sustainable materials and ethical production processes while offering extended size ranges, creating a blueprint for the future of intimate apparel. Their approach demonstrates that environmental responsibility and size inclusivity can work together to build customer loyalty and capture underserved market segments.

Disclaimer: The above helpful resources content contains personal opinions and experiences. The information provided is for general knowledge and does not constitute professional advice.

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Uncomfortable underwear shouldn't steal your confidence. At Andcircus, we craft ultra-soft, sustainable Lenzing Micro Modal innerwear for every body, XS to 5XL. From briefs to bras, our custom packs fit you perfectly. Shop risk-free with our 100% satisfaction guarantee and embrace comfort that includes everyone. #LoveEveryBody. Shop Now!