WGSN Senior Editor of Intimates & Swim, Katie Atkinson explains the unending allure of lingerie.
Fact: I spend most of my days looking at lingerie and writing about the growing trends within the field, and since it’s the only piece of clothing that you need to wear daily, I think it should be given centre stage in everyone’s life. Luckily a new exhibition, a controversial ad campaign and social media is bringing lingerie back into the mainstream focus.
Here are five reasons this is a great move:
1. Undressed: A brief history of Underwear (16 April 2016- 12 march 2017)
London’s Victoria and Albert Museum is putting on a brand new exhibition, which focuses on the design history of lingerie, how it was created to support and sculpt the body. It will cover everything from less comfortable classics like corsets to the innovators who are changing the way we look and feel in our underwear, I can’t wait for it to open.
2. Exposing the taboo
When it comes to pant and periods – it’s still seen as the last taboo, something you can’t talk about. Happily, one brand is trying to change that. New York based She Thinx has created ‘period panties’, knickers that you can wear on your period, created with materials that are leak resistance and minimise stains. The brand ethos is to eliminate the shame around the word ‘period’ and empower women (the brand recently had to fight to keep their ads visible on the New York subway). Describing the product in their own words, the designers say: “No, you don’t have to change them during the day and no, they don’t feel like diapers.”
3. Lingerie – from hidden to wanting to be seen
From product design to window dressing- the new focus for lingerie is creating product that wants to be seen. Young brands are creating lingerie that you want to show off, with sheer dressing. Designs include soft triangle shapes created with eye-lash lace, see these new brands for examples: For Love And Lemons and Aimee Cherie Intimates . Lingerie should be something that you show off rather than hide behind.
4. Instagram underwear
We used to be a demure nation- we wouldn’t ever be caught in our knickers but now social media has created a platform to show off every aspect of ourselves from our selfies to our new lingerie set, and consumers are no longer shying away from snapping and posting these products on their feed. The new shop window for lingerie products is Instagram.
5. Soft bra comfort
Yes, you want support, but without the pain. Luckily lingerie brands are listening. The latest developments in bras are all about replacing that uncomfortable metal wires. Sales of soft bras are on the rise, as consumers demand comfort and tap into the athlesiure trend. See Triumph’s Magic Wire for example, made with silicone wire.
INTIMATES, IN DETAIL: The latest trade show takeaways first. Live Q&As to ensure all your questions are answered. The future trends that are going to be huge. Our ridiculously clever Intimates team deliver all of that, and then some. Sound good? Join WGSN.