The world of fashion and lingerie has yet to be historically welcoming or inclusive. A very well-defined, set-in-stone beauty standard was expected for fashion and lingerie models for decades. The standard was so rigid that companies felt showing their clothing items on different models could drastically harm their sales. Fortunately, that mentality has begun to change over the past decade, with the industry embracing a greater focus on diversity and inclusion. A crucial part of that change has come from ZHILYOVA, a lingerie company founded in 2014 that thrived because it has embraced people of all shapes and sizes. 

The brand aims to " empower individuals with bold, beautiful, and meticulously crafted designs that inspire confidence and celebrate the essence of uniqueness and personal expression." This mentality is reflected in the lingerie items they sell and the models they use to display their products. At ZHILYOVA, everyone is welcome, and with that simple belief, they have helped to change the entire industry.

The Origins of the Brand

Founded by Valeria Zhilyova in 2014, ZHILYOVA embodies her unique style, spirit, and vision. Each collection delves into various dimensions, combining them into a magical universe that unveils new facets of femininity and freedom. Inspired by a global community of talented, creative women who transcend traditional boundaries, ZHILYOVA embodies a fundamental freedom: freedom from conventions and rules. The brand is focused on technology and inclusiveness in all its forms, combining design and craft into a singularly extraordinary experience.

Since its inception, ZHILYOVA has redefined lingerie, blending innovative design with artistic rebellion. The winter collection features the brand's signature elements—BDSM-inspired details, sheer mesh, and chrome hardware—crafted into striking silhouettes that empower the wearer to explore their boundaries. Whether for edgy editorials, performance art, or personal expression, the brand’s designs transform lingerie into a statement of freedom and authenticity.

External and Internal Inclusivity 

The brand’s inclusivity also goes beyond the physical or external, diffing into the internal. Where women with an active interest in genre entertainment or more traditionally male-dominated spheres have been belittled and stigmatized on a cultural level in the past, ZHILYOVA has made products specifically to empower and encourage these interests. The brand combines advanced materials with cutting-edge designs, drawing inspiration from sci-fi aesthetics, gaming culture, and films like Alex Garland’s seminal sci-fi thriller Ex Machina. This season's campaign amplifies the brand's message of diversity and self-love, inside and out. By using models of all sizes and races to celebrate real, unfiltered beauty and embracing idiosyncratic passions, interests, and aesthetics, the company seeks to cater to the overlooked and underrepresented.  

ZHILYOVA's latest winter campaign invites women to enter a world where technological futurism meets bold self-expression. Designed for those who embrace individuality, this collection celebrates feminine energy, self-discovery, and the beauty of feeling sexy for yourself.

With these new strides, the brand continues to expand the existing boundaries of
self-acceptance by producing lingerie sets that promote sustained self-confidence. ZHILYOVA’s ultimate goal is to create a versatile line that glorifies every nuance of the female body while upholding and protecting the company's bold, empowered, and limitless values.