LINGERIE’S NEW LOOK

Like most sartorial art forms, lingerie has a rich history, traced back to the 1700s. In the early noughties Victoria’s Secret became the cultural pinnacle of underwear: sexy, candy-coloured, and occasionally embellished with studs of glitter. Now, the era of the VS angel may be nearing its end. The reigning leader of the underwear world has faced criticism for elevating Eurocentric beauty archetypes and dismissing a range of body types. These objections come as the world is experiencing a shift in both beauty standards and market expectations, as a recent report outlines. Now, there are a whole new set of considerations when it comes to creating lingerie for the 21st century shopper shaking up the intimate ecosystem: be it body-positivity movements inciting a demand for plus-size wear, seeking sustainability over fast-fashion or calls for more gender-neutral lingerie.

With this in mind, a cluster of new brands (“the anti-Victoria’s Secrets”, as penned by The Wall Street Journal) have flourished, redefining and revolutionising what women wear everyday. Bras are now largely wireless; thongs and T-shirt bandeaus come in a range of flesh-colours for every skin tone. The transformation of underwear companies signifies a move away from the male gaze, focusing instead on what women desire and need from their lingerie. These are just some of the brands doing just that.

womanhood

The vision of Womanhood is multifaceted: empowerment through representation, authenticity and inclusivity. Featuring an array of brands, the e-tailer presents bodysuits, cotton briefs, sustainable and minimalist garments. Their bestsellers include soft lace bralettes with no wiring (a nod to shoppers prioritising comfort above all else). 60 percent of women surveyed by womanhood said that lockdown changed the way they buy lingerie: luckily, comfort can go hand-in-hand with beautiful design.