While it might be fairly obvious which winter coats or boots are trending this season, when it comes to lingerie, the outlook is a little less clear. From the outside looking in, a push for greater diversity has slowly shifted campaign imagery away from shiny, airbrushed perfection and more toward a representation of the female form that is not constrained to a certain body shape or ethnicity. Now, the market is longing for more practical and realistic styles. So, do the numbers actually match this apparent move toward a more comfort-focused future? We asked the experts.
“This season, our customers have responded well to comfort, and we do well with brands such as Araks, who offer vibrant colorways and beautiful fabrications to offer a design that fuses comfort with femininity,” explains Chelsea Power, buyer at MatchesFashion. “Bodas, La Perla, and Hanro have also been very popular for us. Soft cup bras are our best-selling shape and briefs outsell thongs. We have also noticed a spike in loungewear with our silk satin pajamas from House of Hackney, Stella McCartney doing well for Christmas gifts and for comfort around the house.”
Fashion insight platform Edited agrees: “In the last few years, the increase in active lifestyles have seen consumers and retailers alike move away from the bust-emphasizing bra styles so popular in the ’90s and replaced by sports bras (the third-most-stocked bra style right now) and the softer lines of the triangle bra/bralette. Another interesting development in the category is the recent increase in best selling nude shades of women’s underwear. In fact, best selling nude tones were up by 101% in the last three months.”
There you go. Apparently, this year has sounded the death knell for stereotypically risqué lingerie styles (so long, thongs and padded bras). Then again, we’re not really sorry that comfort is cool right now. Scroll down to shop the five lingerie styles that are trending right now.