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Once considered aspirational, sculpted bodies clad in skimpy lingerie no longer cut it for Generation Z. How can brands shift the narrative and win their spending?
The Millennial popularity of body positive shapewear brands such as Skims, Heist and Spanx is pointing to longer-term growth for the market.
Challenging the outdated lingerie market, the undergarment brand prioritises comfort and functionality in its designs.
The lingerie brand has worked with t-shirt start-up For Days, inviting women to send in their bras to be recycled.
Global – The sports bra market is booming as more women opt for comfort and function over style.
Paris/London – Lingerie brand Dessù explores a more nuanced femininity in its debut collection.
The underwear market is moving away from overly sexualised imagery and ‘perfect’ definitions of beauty and taking an honest, bare-it-all approach.
Norway – The male form has been given the Dove treatment thanks to Norwegian menswear brand Dressmann.
US – Plastique is more than a trend, it’s a revolution. Or so the latest fashion line from Frank La Rant would have you believe.
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