Almost two-thirds of American women say they currently have bras that are either comfortable or look beautiful, but not both. Catering to those who can’t find the right support, ThirdLove sells stylish lingerie in half cup sizes, showing that fashion and fit don’t have to be mutually exclusive.

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?

Finding the perfect pair of tights can be challenging – if they’re not wrinkling at your ankles, then they’re digging into your waist. Heist aims to tackle these problems with 3D-printed hosiery that’s designed to be ladder-resistant, seamless and – most importantly – a comfortable fit.

It’s a universal joke that men don’t mind adjusting their junk in public, but women “tend to be more savvy and subtle" in doing the same, says Erin Fujimoto, co-founder of Tommy John. As women look for increasingly comfortable clothing, the undies brand has created a line of wedgie-proof knickers.