At recent fashion weeks, high-waisted briefs and bralettes regularly appeared in ready-to-wear collections by designers like Miu Miu and Jacquemus, according to Vogue Runway. This marks a fundamental shift in mainstream style, moving intimate apparel from hidden layers to visible fashion statements.
Consumers increasingly seek comfort and self-expression through visible intimate apparel. Many traditional brands, however, still focus on hidden, foundational garments, creating a market disconnect. Sales of traditional underwire bras dropped by 15% over the past two years, while comfort-focused bralettes and soft-cup styles rose by 20%, according to NPD Group.
The distinction between lingerie and ready-to-wear will continue to blur, making versatile, 'designed-to-be-seen' intimate apparel a permanent fixture in mainstream fashion by 2026. Traditional brands must adapt or risk irrelevance, clinging to outdated notions of hidden modesty.
The Rise of Visible Intimates: A Cultural Phenomenon
Celebrities like Rihanna's Savage X Fenty and Kim Kardashian's SKIMS have blurred the lines between loungewear, shapewear, and outerwear, influencing mainstream styles, according to Forbes. Gen Z consumers prioritize comfort and self-expression, often opting for visible lingerie as part of their daily outfits, according to WGSN Trend Report. Social media platforms like TikTok and Instagram further drive and normalize these visible lingerie trends, according to Hootsuite Report.
This marks a deeper cultural embrace of comfort and individual self-expression, moving beyond conventional modesty in public fashion. Modern consumers leverage cultural influencers and digital platforms to redefine fashion norms, making personal comfort and bold self-expression paramount.
Designers and Retailers Embrace the 'Outerwear as Underwear' Trend
Luxury brands invest in high-quality, intricate lace and silk pieces designed to be seen, not hidden, according to Business of Fashion. Retailers re-merchandise lingerie sections, placing items alongside outerwear and accessories rather than in isolated departments, according to Retail Dive. This explicit integration into ready-to-wear fundamentally redefines 'outerwear'.
