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“There’s a segment of the population that’s like, ‘Absolutely,’” he says, referring to what he calls fashion-forward customers including gay men and nonbinary people. "It's half the world's population just in terms of market size," says Guido Campello (41), the company's co-chief executive.Ĭampello knows not everyone is ready. Mainstream brands are getting in on the action, too.Ĭosabella, an Italian lingerie brand founded by a husband and wife in 1983, began selling lacy men's briefs, semi-sheer thongs and colorful G-strings on its website last November. “Your gender expression is all that matters,” reads the website for Wicked Mmm, a lingerie brand in Montreal. Many are by upstart brands with names like Menagerié, Candyman Fashion and Ciciful, often marketed with body- and sex-positive messages. You've got a whole generation who is just very embracing of the inclusivity and diversity within gender' 'Men's lingerie is one small part of a bigger movement. Men’s lingerie is taking off among a self-possessed segment of male consumers looking for sexy undergarments that are more gender expansive than a jockstrap. “They actually are being thoughtful to a more masculine body, with complements to femininity.” Then one day, while scrolling through Instagram, he came across a company called Leak NYC, a men's lingerie brand that makes sexy bodysuits from fishnet and other see-through materials, with ample room up front. “Either it would be very small or I would find something that would look good from the back,” Dawson says.Īs a workaround, he would wear the lingerie backward or buy larger sizes. But he found that the bodysuits and bottoms didn't fit well. As a multidisciplinary artist who explores Black and queer identity, 27-year-old LaQuann Dawson often takes self-portraits from his home and studio in Brooklyn wearing women's lingerie.