The Rise of Period Fashion: How Clothing is Empowering Menstruators

Period-proof underwear, period-positive branding, and how style influences shame or pride during menstruation

Credit: @Knix

Why is talking about periods still considered taboo? Every month, millions of women and people across the gender spectrum experience menstruation. It’s a fundamental part of reproductive health, preparing the body for the possibility of pregnancy. Yet for generations, we've been shamed into silence.

Today, with the power of social media and a cultural shift toward body positivity and inclusivity, the conversation is changing not just online or in private groups, but in our closets. The fashion industry is finally stepping up to make periods more comfortable and visible. From leak-proof sleepwear to bold advertising campaigns, clothing is becoming a powerful medium for menstrual empowerment.

From Hidden Hygiene to Everyday Wear

The journey toward more open conversations about menstruation has been long and often censored. Early advertisements for pads, tampons, and menstrual cups prioritized discretion, emphasizing cleanliness and subtly erasing the reality of blood. These campaigns reinforced the idea that periods were something to be hidden, even feared.

In contrast, today’s menstrual care brands are shifting the narrative. Companies like Thinx, Knix, and Modibodi have turned period-proof underwear, swimwear, and activewear into wardrobe essentials. Each brand carries a distinct mission, but all share a common goal: to normalize menstruation through smart design and bold messaging.

These brands aren’t just addressing physical comfort. They’re fostering community, education, and visibility. Importantly, they’re challenging outdated ideas about who menstruates. Fashion has historically centered the thin, cisgender female body. Now, menstrual fashion is pushing for inclusivity in both size and identity.

From adaptive sizing to diverse shade ranges including: brown and deep beige period-proof garments. These companies are making room for everyone, every shape, and every skin tone.

From Taboo to Trendy: The Brands Leading the Way

Fashion is breaking the silence around menstruation, and these brands are at the forefront:

THINX ads in NYC subway (Credit: @thinx)

• Thinx made headlines with its unapologetic NYC subway ads featuring grapefruit imagery and candid copy like “underwear for periods.” By featuring transgender and nonbinary models, Thinx has helped broaden the menstrual conversation beyond cisgender women.

• Knix specializes in leakproof lingerie and promotes authenticity over airbrushing. Their campaigns feature real bodies—scars, stretch marks, and all—redefining menstruation as something natural and worthy of celebration.

• Modibodi shook the industry with its “The New Way to Period” campaign, one of the first to depict actual menstrual blood. It was a bold move in an industry still reluctant to show the reality of periods.

• Ruby Love, a Black woman-owned brand, creates stylish, functional pieces for menstruators of all ages, especially young people. By blending confidence with practicality, the brand reminds us that periods don’t have to put life on hold.

• Aisle, formerly Lunapads, infuses every product and campaign with activist energy. With a focus on menstrual equity and gender-inclusive language, Aisle prioritizes access and advocacy across the globe.

These aren’t just brands; they’re movements. Together, they’re helping menstruators reclaim their bodies and their fashion.

How Clothes Shape Shame—or Pride

What we wear during our periods affects more than comfort. It impacts how we carry ourselves. Clothing that supports, protects, and moves with the body empowers menstruators to show up in the world with confidence.

Gone are the days of hiding in oversized sweatpants. Today, period fashion is about autonomy, choosing what to wear without shame. Functional can be fashionable. Protection can be powerful.

Nike Leak Protection: Period (Credit: @Nike)

Sustainable, Stylish, and Socially Conscious

As the market matures, so does its mission. Menstrual fashion is aligning with larger cultural conversations around sustainability, mental health, and representation. We’re seeing innovations like biodegradable fabrics, wearable tech, and bold runway statements that normalize menstruation in everyday life.

Period wear is no longer a niche. It’s a movement one that’s transforming what we wear, how we feel, and what we believe about our bodies.

A New Era for Menstruation

Menstruation is deeply personal. It’s political. And now, it’s fashionable.

From inclusive branding to thoughtfully designed garments, period fashion is rewriting outdated narratives. It’s helping menstruators feel seen, heard, and empowered not in spite of their periods, but through them.

Because in the end, it’s not just about catching blood it’s about catching up. With dignity. With visibility. With pride.

We want to hear from you:
Which period-positive brands or styles help you feel most powerful during your cycle?