Paris Fashion Week has introduced the bold new trend that lingerie is now at the forefront as a fashionable insatiable. Setting the tone for the show was Dior, leading the charge with bras of lace worn under even lacierr dresses. Sarah Burton made her Givenchy debut, presenting an ambitious collection. It featured bras built into fishnet gowns, effortlessly combining the distinction between undergarments and clothing.
Miu Miu was key in making this trend happen. They exhibited dresses and blouses that appeared to fall off the models, deliberately exposing their bras. Miu Miu once again leaps confidently into idiosyncratic styling. You may remember that last time they reintroduced the visible panty line (VPL) trend. Paris Fashion Week represents a radical innovation in the perception consumers have of lingerie. With the growing appetite for work-appropriate wardrobe staples that don’t skimp on style,
As Emily Bendell, founder and CEO of M&S observed, consumers had a changed idea of what practical underwear should be. M&S is the most dominant retail player in UK lingerie, with a whopping 38.2% UK bra market share. Just this year their sales skyrocketed with bra sales surpassing 20 million! Significantly, almost a third of these sales were made to customers aged 30 or younger. Bendell emphasized this evolving trend:
"We believe the bra isn’t just a functional garment, but a fashion piece that should reflect the wearer’s style," – Emily Bendell
The trend hasn’t stopped at bras, other lingerie inspired styles have made a return. The noughties whale tail, where a thong’s meant to peek out, and boxers worn over waistbands are having a moment. Pants are being worn completely as outerwear, making things even more rule-less.
British lingerie start-up Bluebella has jumped on that bandwagon. They’ve made hits such as a £44 sheer black bra with scalloped edging and a £39 mesh bra adorned with floral embroidery around the cups. Vaquera also balances the fandoms of lace and T-shirt bra aesthetics, serving a true variety of fashion palates.
Soozie Jenkinson commented on this resurgence of intricate lingerie designs:
"For years it was all about a T-shirt bra but now it’s about the return of lace." – Soozie Jenkinson