Lingerie has come a long way. New fabrics, new trims, even the ideal breast shape has changed – from pointing straight forward to naturally rounded and back again. What’s next for lingerie? Where are our boobs headed? Gravity and age would say south, but I’m referring to particular trends and the way women buy, communicate and share their skivvies.
First thought – the word ‘lingerie’ immediately gives the connotation of ‘va va voom’, ‘sex kitten’, sometimes ‘for men’. There’s a shift happening, however, that’s going against this. Called athleisure, it’s lingerie that blurs the lines between classic lingerie, activewear, swimwear and outwear all while being feminine and pretty. Undergarments that can be worn in many occasions and function in many ways. Don’t get me wrong, I think the La Perla’s, the Princess Tam Tam’s and the Agent Provateur’s aren’t going anywhere. There still is and will be a place for them; I’ll still buy them and will continue to be inspired by them. What I’m saying is that athleisure is a new player in the field – one that I believe will continue to gain traction, and one that I am chasing after.
Next – what’s in fashion will become less and less relevant and personal style will take precedence. Three years ago, Free People launched FPMe, which allows customers to create profiles, upload and share pictures, curate collections, ‘heart’ items, collections, and photos, and connect with other FP fashion lovers. It was one of the first user generated platforms and transformed the brand from a straight up retailer to a social community. Now, UGC (user generated content) is commonplace. Brands that aren’t hopping on this train are headed for a dead end. UGC speaks to our growing individuality. We want to see how other real people wear clothes in the real world. It inspires us to create our own style. With regards to lingerie, UGC will help combat body shaming (#aeriereal) as well as give customers more confidence to buy lingerie online, something a lot of women are hesitant to do.
To end – you know what’s great about fashion? It changes every season; there will always be an element of surprise.
What do you think is next for lingerie?