"“Inherently, having privilege isn't bad, but it's how you use it, and you have to use it in service of other people.”
The MeToo movement was founded in 2006 by Tarana Burke, to help survivors of sexual violence. Its focus is to help address the lack of resources for survivors and to give a community for survivors. On the 5th of October 2017 the New York Times wrote an expose on the many allegations against the American producer Harvey Weinstein which led to outrage from the public and created a conversation across America of powerful men using their power against vulnerable victims. On October 16th 2017, actress Alyssa Milano encourages survivors of sexual violence to use the hashtag ‘MeToo’ on twitter and tell their stories. Burke said she wanted to ‘give people a sense of the magnitude of the problem’. This led to a worldwide phenomenon as millions of tweets with the hashtag were sent. Change was demanded and conversations were made.
In the last two years, stories have been shared, powerful men have lost their jobs and the so called ‘male gaze’ has begun to be ignored. Consumer attitudes towards lingerie shifted drastically. Women demanded lingerie made for them, as well as, lingerie advertised for them. They no longer clicked on advertisements of sexualised, skinny, ‘perfect’ bodies and instead wanted to see themselves. The new age millennial doesn’t want lingerie that is designed to make them appear sexier. Evidenced by the fall of push up bras by 45% in 2018 and a third of the bras sold on Net-a-Porter becoming soft cup bralets (Marci, 2020). They want lingerie that is comfortable and affordable that they can take over the world in. This dissertation considers both the change in consumer attitudes and the change in the lingerie industry. "