The brands Victoria's Secret needs to watch

Lingerie giant Victoria's Secret is still suffering from the fall out of its most recent New York show

.

Following tone deaf comments from Ed Razek, the chief marketing officer of VS's parent company L Brands saying that trans and curvy models were not part of the brand's "fantasy",

.

With a new store about to open at Melbourne's Chadstone Shopping Centre on November 29, Victoria's Secret isn't going anywhere but here are some brands that could help build its brand beyond bras and Brazilians. 

In the lingerie category,

is less glitzy than Victoria's Secret and Melbourne-based model

is comfortable with that.

Ferrario, who prefers to be called curvy instead of plus-size, has featured in Berlei's campaigns, which show diversity in size, age and colour.

"I loved the shoot and the underwear," Ferrario says. "Not many brands go up to the sizes that Berlei does and it's really comfortable. You can jump around and there’s no pressure."

To feature in the campaign Ferrario went through an interview process which she feels represents a shift in the fashion industry.

"Brands want people who can bring more to the table that just fitting the clothes."

Kudos to Berlei also for making tennis champion and all round empowered woman Serena Williams a star of their campaigns.

The icon for

used to be a chiselled blond man with more than a passing resemblance to the Bondi Vet but filmmaker Gracie Otto recently turned that concept on its head.

With her campaign and short film

, women of all sizes and race explore the wilderness with a tongue in cheek take on femininity.

The campaign shows that diversity doesn't have to be earnest, female models can have armpit hair and Bonds underwear is still pretty cool.

"This range was made for young women and so we were excited to make some content that spoke to them," Emily Small, Bonds’ head of marketing told

. "The brief was to create a space where confidence rules, without losing our Bonds sense of humour."

Thanks to Marky Mark in his Calvin Kleins and those Aussie Bum ads with bulging chests and bulging briefs, men are also poorly represented in fashion.

UK underwear brand

recently featured a campaign starring 11 men in boxers, including transgender models and men who ignore gym-standards of beauty.

"We do not want to ostracise anyone," says brand director Austin Armacost. "Men with muscles, skinny guys, larger guys, we want them all to feel sexy and confident wearing our brand."

"We feel as a men's underwear brand we don't want to add to the pressure men feel to look a certain way. It's very normal for society to discuss women suffering from body image issues but the men seem to be forgotten and we hope to help change this."