10 trends that changed intimates
The last 10 years have seen consumers tap into their feminine side, with showgirl- and boudoir-inspired looks, while the blurring between lingerie and daywear continues with brands such as American Apparel and Victoria's Secret. Technology has also played a key role. WGSN tracks the top 10 intimate trends.
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A decade focused on the waistline
From low-rise to high-rise, the woman's waistline has played an important role in burgeoning intimates shape trends in the past decade. McQueen's "bumster" trousers in the 1996 Dante collection were pivotal in the popularity of low-rise knickers, which became a key item in most lingerie ranges by 1999. More recently, Prada's spring/summer 2007 collection saw an important return to high-waisted knickers.
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Intimates report: the burlesque sceneDita Von Teese: the rise of the showgirl
Dita's immaculate retro style, supreme femininity and extravagant stage performances have drawn attention to the burlesque scene, while inspiring lingerie concepts and design from high end to high street.
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Agent Provocateur
Since its launch in 1994, Agent Provocateur maintains its unrivalled brand image. The sexy-with-a-sense-of-humour themes expressed in ad campaigns, windows, books, parties and marketing stunts keep customers and media seduced.
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Editor's picks: Valentine lingerieEllen von Unwerth
The mood of Ellen von Unwerth's grainy photography mixes femme fatale with playful sex-kitten femininity and has created many memorable lingerie editorials over the last 10 years. Including the campaign for French lingerie brand Chantal Thomass, von Unwerth's work has influenced lingerie and advertising globally.
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Intimates trend: boudoir dressingKey new area: loungewear and boudoir dressing
The desire for elegant loungewear has extended the intimates product offer in the marketplace in recent years, allowing designers to create more-directional shapes akin to catwalk trends. For example, inspired cuts of voluminous jersey and luxury knitwear developments allow brands to create standalone loungewear collections with authority.
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Technology launches
Victoria's Secret has maintained a strong foothold as a true pioneer in technology and campaign launches, most memorably with the launch of the Ipex bra in March 2005. VS continues to lead the pack when it comes to innovation, more recently showcasing the BioFit bra in March 2008.
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American Apparel
Taking the jerseywear market by storm, American Apparel has been influential for reshaping the burgeoning 80s body trend and has offered inspiration to bring the bodysuit back into our library of key shapes. Blurring the line between intimate apparel and outerwear since its first retail store opened in 2003, American Apparel's street-smart approach has generated a stylish, youthful and fresh approach to intimates.
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Intimates trend: eroticaS Magazine, launched in 2005
Intimates fans waited for a publication that offers influential forward styling with an intimate female focus. Independently owned, biannual S magazine is created to give photographers and stylists the artistic freedom to interpret themes on fashion, sex and the human body.
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Calvin Klein for Men
Another decade leading the field, Calvin Klein maintains the highest-ranking place for men's branded intimates, while celebrating its 40th anniversary in 2008.
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Elle Macpherson Intimates
In collaboration with the Bendon group, Elle Macpherson first launched her intimates range in 1990 and has continued to be a big success story this century. With hugely influential campaigns, the brand contributed to the affordable luxury middle-market sector of intimates.
