Amid recent movements toward greater inclusivity, diversity, and authenticity in fashion, the lingerie industry faces unique challenges and opportunities in reshaping its perceived (mis)representation of gender and sexuality. A multifaceted and interdisciplinary theoretical framework is used to analyse the role of major lingerie brands—Victoria’s Secret, Aerie, and Savage X Fenty—and their actions in defining, (re)shaping and sometimes reiterating traditional representations of femininity and sexuality. By integrating perspectives of feminist theories, gendered brand identity, and inclusive marketing practices, this framework reveals how key factors interact and intersect across brand strategy and operations within the lingerie sector, with sometimes unintended impacts. Divided into distinct levels—cultural, institutional, and consumer—brands are challenged to adopt more authentic and diverse portrayals of femaleness by considering consumer-facing elements and underlying cultural and institutional factors that influence brand image and reputation. From these actionable insights, long-term strategies can be planned and carefully implemented through brand operations on inclusivity, paving the way for brands as potential advocates for progressive social change on gender and beauty.