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In our society, looking good has traditionally been more of a priority for women than men. In terms of lingerie, the implication has been that men derive a sort of voyeuristic pleasure from watching their partner model this apparel. Despite the advances made in women's positions over the years, the main motivation for making ourselves beautiful and wearing sexy lingerie has been for the pleasure of the opposite sex. However, women are beginning to challenge notions of beauty, self image and attractiveness and why we wear lingerie at all.

Today, intimate apparel and lingerie offers a variety of choices for every taste, predilection and body type. Lingerie designers have made great strides in recognizing that there is no longer one standard of beauty to aspire to. Consumers are now demanding that retailers meet their needs for realistically designed lingerie, as opposed to spending their energy trying to mold themselves into an impossible ideal. As a result of this new found confidence, there has been a virtual explosion of plus size clothing in the lingerie business. Lingerie for fuller figures has become the norm rather than the exception in the retail world. In meeting this new demand, retailers now recognize that lingerie needs to be functional, fun and designed for real women with real bodies. Women with fuller figures need to know that they can look and feel attractive, no matter what their size.