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. A push for greater diversity has meant that the campaign imagery we're seeing is slowly shifting 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 colourways 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 popular for us. Soft-cup bras are our best-selling shape and briefs outsell thongs. We've also noticed a spike in loungewear with our silk satin pyjamas 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-emphasising 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."
So there you go. Apparently, this year has sounded the death knell for stereotypically risqué lingerie styles (so long, thongs and padded bras). But 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 flattering 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 offering.
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.
Here at Who What Wear UK, we can't get enough of The Sleeper's collection of loungewear-as-outwear 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.