Hold On!

Hold Up

Please select a minimum of three sectors in the menu above.

Got It
  • What does sexy look like in 2015?
  • What does sexy look like in 2015?
    Alba Soler, Creative Commons (2012) ©
REPORT

What are women wearing under their clothes?

From the Wonderbra of the '90s to today’s T-shirt bras, what we find sexy shifts with social changes. So what are women wearing under their clothes in 2015? Has the focus shifted from breasts to bums? Has Fifty Shades of Grey unleashed consumer kinkiness? What do women want from their bras and pants?

Location United Kingdom

Scope
From the busty Wonderbra ads of the ‘90s, to the cotton, triangle bras that scantily clad girls wear in today’s American Apparel campaigns, the lingerie industry is an ever-changing beast. What we find sexy shifts with social and economic changes, and so does the underwear we buy.

In 2013, the global women’s lingerie market was worth over £20 billion. In the UK alone, it was valued at more than £1 billion – growing nearly 20% since 2009. [1] But while the market is lucrative, it’s also saturated (even Tesco makes bras), making the future ...

Canvas8

Related

  • Skinny doesn't sell to plus-size women Skinny doesn't sell to plus-size women

    “The plus-size customer is lazy, she doesn’t earn much and she doesn’t want real fashion.” According to Zahir Dehnadi, CEO of a plus-size clothing brand Navabi, this is much of the fashion industry’s perspective on plus-size – and it’s losing out on a $17.5 billion market because of it.

  • Neon moon makes feminist lingerie Neon moon makes feminist lingerie

    Feminism and lingerie haven’t always seen eye to eye. From restrictive corsets to the uncomfortable underwire – women haven’t always had their pick of beautiful and comfortable bras. Today, 'feminist lingerie brand' Neon Moon is changing that – with no bra burning involved.

  • Adult toys gain wider acceptance Adult toys gain wider acceptance

    When Fifty Shades of Grey was first published in 2012 it opened up a whole new market for the sex toy industry. But with the film adaption hitting screens over Valentine's Day weekend, adult products are moving from sex-orientated websites to mainstream retailers.

  • Students fight for a healthy body image Students fight for a healthy body image

    More often than not, if a brand steps out of line, there's usually an army of online protesters ready to call them out. #IAmPerfect was the response to an ad campaign titled 'The Perfect Body' featuring a line-up of tall, slim and toned Victoria's Secret models.

  • Article image How fashionable over-50s want to dress

    The over-50s hold a whopping 80% of the UK's wealth, and British women in their 50s spend £7 billion on clothes. While some fashion brands are starting to court the older shopper, many more are leaving these women frustrated by a lack of desirable, comfortable clothes on the high street.

  • Data-mining for the perfect bra Data-mining for the perfect bra

    The ‘intimate apparel’ market in the US is worth $11 billion, and Victoria’s Secret accounts for half it. But according to online bra retailer True&Co, only one in five women is looking for the kind of bra that Victoria's Secret sells. So what bras do women really want to wear?

  • Article image American Apparel: bringing back the bush

    To boost sales for Valentine's Day, American Apparel’s NYC SoHo branch adorned its mannequins with faux pubic hair. The message: au naturel is best. But is it anything more than a PR stunt?

  • Article image Can Elle rebrand feminism?

    A 'taboo' topic with enduring stereotypes, feminism has often been avoided by women's magazines – until now. Can a new campaign by British fashion magazine Elle 'rebrand' feminism?