It is fair to say that everything changes. It is particularly true in fashion, where designers need to mix things up a bit, to rekindle sales. It is also closely attached to how people envision life, at a given moment. It is quite normal then, that in a moment of history so eventful as the one we are currently living in, things are in full evolution. Let’s take a closer look at the last twenty-five years in lingerie.
Some Things Never Change
Before we discover what came and went, let’s first remind ourselves that some elements of lingerie never change. At least, when it comes to quality, style and elegance. That is the case for French underwear by the Maison Lejaby, as an example. This lingerie designer house has been providing underwear for women for over 90 years.
Although they have adapted to their taste, what made Maison Lejaby a must for women, throughout almost a full Century, is their capacity to provide a high-quality product that makes them feel confident and beautiful, when they wear them. That is what lingerie is all about, and it hasn’t changed throughout all these decades.
Twenty-five Years Ago
To see the birth of the push-up bra, we would have to go back in time by twenty-eight years to be precise. That was when the first advertisement featuring Eva Herzigova was published. It read: “Hello, boys,” which was sufficient as a message, since the image spoke for itself.
Then, many models would become famous for wearing this new bra, and Kate Moss was one of them. She was the perfect model to endorse this new garment, since she was known to have small breasts. The text that they used for her ads was also quite simple and clear to all: “Even I get cleavage.”
It didn’t take more for women to start lining-up to get this great accessory that could make any women look as if they had bigger size breasts than they really did. It was a time when women wanted to look attractive. Underwear was coming out from hiding, finding their way under the sunlight (or the moonlight). Lingerie became more closely attached to sensuality.
New lingerie designer brands were coming out to support the trend. And it lasted more than twenty years, helped by events such as Victoria’s Secret annual catwalk, shown live on TV. But in 2017, “Edited” noted a change in the trend. In the US, UK and Europe, sales of the push-up bra had declined by 50% in one year. Padded bras were also on decline, with a 20% drop. It was inaugurating a new trend: Wanting to feel comfortable.
Today
As we are slowly trying to come out of a worldwide pandemic, mentality are rapidly changing. Coupled with the evolution that happened in 2017, we are now seeing women of all ages wanting to feel more like themselves, instead of trying to ooze sensuality.
Women want to be respected for who they are, not just through an image. Equality has become the key word of society, and to that extent, for women, it starts with being comfortable in their underwear.
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