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If Men Can Wear Lingerie, Why Is It Advertised By Women?

Updated on February 11, 2010
Toothpaste modeled by a woman! Therefore, only women should brush their teeth. What flawless logic.
Toothpaste modeled by a woman! Therefore, only women should brush their teeth. What flawless logic.
A man modeling a corset. Corsets must only be for men!
A man modeling a corset. Corsets must only be for men!

I occasionally get comments from people who haven't bothered to read all 1,000 of my hubs that ask if the lingerie I'm discussing can be worn by men, then why it is advertised by women? I imagine they type this with a smug sort of satisfaction, as if they've proved some deeper point about the inherent femininity of lingerie. They haven't, they've simply replaced their ability to think independently with marketing. I imagine they also drive by Burger King chanting 'have it your way', and occasionally shriek 'I'm lovin' it!' for no apparent reason whenever they see a larger than normal M.

Cue obvious statement that shouldn't need to be stated, but evidently does: The fact that lingerie is being advertised by a female model does not, in any way, mean that it should only be worn by women. If you're going by that rationale, any car advertised with a female model should only be purchased by women.

Of course, we all know that female models are used to attract male buyers. We can accept this when it comes to vehicles, but for some reason, when it comes to lingerie, some are suddenly unable to make the connection between using an attractive female model and having men want to purchase a product. Men buy lingerie advertised by women because they are attracted to women. Is that such a hard concept to grasp?

Whilst it might be nice if mainstream lingerie companies used male models occasionally, there's little impetus for them to do so. Men who love lingerie will buy it whether it is modeled by a woman or not, and in many cases, would probably prefer that it was modeled by a woman. Women who want to buy lingerie are less likely to buy it based on how it looks on a male model, if for no other reason than the fact that a male model cannot hope to accurately represent how the lingerie would fit on a woman. In both cases, the marketer is selling a dream of femininity. Remember, its not a crime for a man to enjoy a softer, feminine side.

Having said that, there are plenty of companies that use male lingerie models. is one of them.

Many people are also unaware that many stocking models shot from the hips down are actually men, not women. Why? Because men have legs that show off stockings better than women. They are less prone to cellulite, fat bulges and other feminine traits that can ruin a nice stocking line.

So then, to summarize:

A) The fact that women are often used to advertise lingerie reflects dominant market forces, it does not constitute a legal, moral or physical restriction on men wearing the same clothing.

B) Don't be a dumb ass.


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    • Hope Alexander profile imageAUTHOR

      Hope Alexander 

      8 years ago

      Damn good points Sherman, although where I live, you have to be pretty full figured to be getting into the beige zone, like a size 18+. I have written about this before though, and I think I shall address it again.

    • profile image


      8 years ago

      Pictures teach! What we see over and over creates expectations or tolerances. I believe France or Spain recently required women's fashion models be more normal, i.e. full figured and curvey instead of pencil thin and skeletal. Good. Note also which fashions are modeled by which age group. Why is it that younger bodies get most of the bright colored lingerie while sizes for fuller figured bodies are predominatly black, beige or white?

    • TIMWILLIAMS profile image


      8 years ago

      Of course most stores will use "women" models for lingerie since the majority of people that buy the lingerie are women. Also it attracts men like me too. I buy lingerie all the time since I am a man that wears womens bras ans panties all the time. I thing Victorias Secret lingerie is the best lingerie I have ever worn. Their bras and panties they target to women in advertising is sooo comfy. Even men like me can get their lingerie. Stores like Victorias Secret which is a predomenently womens store does not care if men shop there and buy their lingerie like me. They are only interested in your money and the sales ladies are nice too.

    • profile image


      8 years ago

      Totally true, I cannot agree more!

      Some people are really ignorant.


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