It's no secret that I'm a huge fan of the brand Lively, particularly this strapless bra I can't stop raving about. Ever since that $35 strapless bra purchase, I've kept a close eye on the brand, ultimately leading me to the discovery of the Lively-coined term "leisurée." After investigating the new lingerie trend lingo, I learned that when Michelle Cordeiro Grant, the founder and CEO of Lively, was first seeking funding, she often found that in business meetings when she mentioned that her business was going to start a conversation with lingerie, she could immediately see them envisioning push-up bras, corsets, and stereotypical lingerie items. She took this feedback as an opportunity to rebrand what she was building and coined the term "leisurée" because that is what Lively is doing—merging the best elements of lingerie, swim, and activewear.
Fast-forward to 2018, and leisurée is now a trend that has infiltrated a large majority of the marketplace. Largely due in part to the rise of athleisure, women (including me) are now seeking the utmost comfort in their day-to-day lives and aren't ashamed of admitting it. When it comes to items you wear every single day, comfort seems like an attribute that should be prioritized, but unfortunately, that hasn't always been the case. But there is good news: With this new lingerie trend, brands are creating pieces that are not only fashionable but also designed with comfort in mind. We're talking no wires, soft straps, and details that add that athleisure touch.
To add a bit more weight to the movement of this trend, I reached out to some of the most reputable women in the lingerie industry for their opinions on the matter. Ahead read the wise words from CEOs, founders, and creative directors of some of the most successful lingerie brands in the industry and shop their favorite pieces along the way.
Michelle Cordeiro Grant, founder and CEO of Lively
"Lively pulls together elements from active, lingerie, and swim to build a new POV—one we coined leisurée. From active, we have pulled in wide, sporty elastic bands and breathable mesh; from swim, we are pulling in cool-handed fabrics, bold prints, and color-blocking; and from lingerie, we draw in only the best components of function and femininity. These functionality-based lingerie elements include memory foam pads, front adjusters, J-hook backs, and gorgeous, geometric laces. By combining all these components, we have created a brand and product that can have a women's 'back' for 14 hours a day."
"As a leader in lingerie, sport, and sleep, Victoria's Secret has created pieces, including bras, bra tops, and bodysuits, that have the elements of what women love most about athleisure—fashion, function, and comfort. The Victoria's Secret T-shirt bra with logo straps and the Logo Hiphugger Panty are the perfect pairing of street style trends."
"This leisurée trend in lingerie is powerful because it combines comfort and style—which are the same reasons people love athleisure for streetwear. We see this leisurée trend mostly in our wireless options, as they can look sportier.
"One of our recent best sellers is the Marika Vera Patricia Sports Bra and Colette 80s Knicker. The stretchy fabric is really comfortable and supportive, and the gilt ring closure gives it flair."