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.
Perfect for wearing under a sheer top, the bralette is halfway between the bra and the sports crop top. We love & Other Stories’ black lace iteration, which ticks both the attractiveness and comfort boxes.
Apparently, this year’s obsession with all things “nude” extends to lingerie. While some brands still need to catch up with offering a diverse range of “nude” tones, stores like ASOS are leading the way with their varied offerings.
Athleisure might be on the way out, but the humble sports bra isn’t going anywhere. Thanks to brands such as Calvin Klein, this sporty style is now being worn as outwear with everything from high-waisted denim to tulle tops.
The triangle bra is the perfect antidote to the mega-push-up styles of the ’90s. With a soft silhouette and lack of wiring, this is the perfect balance of attractive shape and everyday practicality.
Here at Who What Wear UK, we can’t get enough of The Sleeper’s collection of loungewear-as-outerwear pieces (the black feather-trimmed set is our fave). Whether you decide to wear it at home or out and about, one thing’s for sure: Luxe loungewear has never been more appealing.