From Victoria’s Secret to ThirdLove

Changes in Bra from the Perspective of Feminism

DOI

10.2991/assehr.k.220105.252How to use a DOI?

Keywords

Feminism; Bra; Victoria’s Secret; Thirdlove

Abstract

Taking the old bra brand “Victoria’s Secret” and the emerging online bra brand “Thirdlove” as examples, this paper analyses the evolution of the modern bra from the perspectives of communication and semiotics, taking feminist theory into account. As women have become more self-aware, they have also become more eager to gain aesthetic control over their own bodies. Through the method of textual analysis, this paper aims to compare and contrast the existing literature and the differences in visual symbolism between the advertisements of the two brands. The study finds that the original aesthetic of objectifying women and designs that constrain them are slowly becoming less acceptable to consumers. Women are becoming more aware of their own bodies and are no longer limited by the ‘male gaze’, and lingerie brands are more willing to show women’s bodies as they originally were in their advertising and are no longer constrained by the choice of models. This study has implications for the evolution of lingerie brands, contemporary bra advertising and the awakening of feminism.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Yufan Zhou
PY  - 2022
DA  - 2022/01/17
TI  - From Victoria’s Secret to ThirdLove
BT  - Proceedings of the 2021 International Conference on Social Development and Media Communication (SDMC 2021)
PB  - Atlantis Press
SP  - 1378
EP  - 1384
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220105.252
DO  - 10.2991/assehr.k.220105.252
ID  - Zhou2022
ER  -