This study aims to understand the complexity underwear brands are subject to in particular in relation to their explicit use of models to create an organizational identity and image. Through two underwear brands (Victoria’s Secret and Twilfit By Change) we intend to examine their use of models in different sizes and different skin tones through visual communication (imagery and text) on their respective websites. The questions we intend to answer are: How are body ideals and body inclusivity constructed throughout Victoria’s Secret and Twilfit By Changes’ visual communication? and How does this contribute to the construction of Victoria's Secret and Twilfit By Changes organizational identity? When collecting material and performing the analysis we will be using two analysis methods, semiotic image analysis using denotation and connotation and a rhetorical analysis using ethos, pathos and logos. The theoretical framework for the study consists of three theories; norm theory, sexual objectification theory and organizational theory with a focus on identity and image. By using these analysis methods and theories we found that there is a significant difference between these companies and their way of using inclusion and diversity in their marketing efforts of the brand. One seems to have made a huge shift in communication to be more inclusive both in regards to body sizes and skin colors. The other one seems to be stuck in the past in regards to their imagery. By using models that represent a more diverse group you can improve your organizational identity and avoid contributing to the harm of young women and women's mental health in regards to body image and ideals.