Ahh, that perfect ping at the end of the day. After hours of being prodded and pinched, the unclasping of your underwired bra is a relief like no other.
Women have been wearing underwires since the 1930s, but it seems we’re falling out of love with lingerie with in-built scaffolding.
A more confident consumer is craving comfort and a natural silhouette – and what women want in this fiercely competitive, billion-dollar industry matters. Retailers have reported a rise in sales of bralets, crop tops and sportswear over the past two years and this new wave of undies is for everyone, not just the Kendall Jenners and Gigi Hadids of this world.Non-wired options also fall into the millennial megatrend of underwear-as-outerwear.
Lounging around in a sports bra and leggings or going out-out in a lacy bralet and jeans are mainstream looks, embraced by a body-confident generation who dress for themselves, their pals and Instagram.
Photo Credit: Getty
