• Lingerie drawers get a spring clean
• Out go padded, plunge and under-wired bras
• In come sports bras, pastel shades and full-coverage bras and knickers
The days when mothers cautioned their daughters not to “show too much” has been reversed with younger women now championing a less revealing, more fashion-conscious look when it comes to underwear.
The generation gap was revealed in a comprehensive report on women’s lingerie-buying habits for online fashion retailer Simply Be, with women aged 18 to 35 turning away from the under-wired, bust-boosting styles portrayed by Victoria’s Secret models and reality TV stars.
One in five of women in this age group (21%) said they had not bought a bra with under-wires over the last year. The top reason cited for ditching this type of lingerie was “discomfort”. While two thirds (68%) of 45-65 year olds admitted they owned underwear that they would class as “risqué” the number among the under 35’s was almost half this figure, 36%.
The study showed that nude, beige and skin tones are the most popular colours for underwear, closely followed by white, although over half of women under 35 (52%) said they would be purchasing pastel coloured lingerie for summer!
Pink was the favourite, followed by pale blue, floral, grey, and mint green. Red and black, which were once among the most popular colours for underwear sets are now relegated to only occasional purchases.
Push-up, plunge and padded bras are no longer a regular wear among millennials. Just over one in five (22%) young women say they own one, compared with three times as many (61%) women aged 45 plus. Softer, fuller coverage bras giving support, but with a more natural shape and constructed from comfortable, breathable fabrics, have become increasingly popular among younger women.
The “lingerie age-gap” was illustrated recently when glamorous former supermodel Helena Christensen, 50, wore a black lace bustier as a top to Gigi Hadid’s 24th birthday party, while many of the models in their twenties chose to wear relaxed t-shirts and jeans.
As well as favouring a more comfortable style of underwear, women following a more active lifestyle are also driving a major boost in sports bras which are now owned by three in four women under 45.
Women dressing to suit themselves has meant a boost for lingerie sales as underwear drawers are given a major spring clean. Ill-fittng, uncomfortable, half cup bras, and high-cut Brazilian bottoms and thongs being replaced with comfortable, modern bras and full-coverage knickers in soft, cotton-mix fabrics.
The survey, which questioned 2009 women over the age of 18, found women are spending more on lingerie, up 4% on last year, with ‘better comfort and shape’ being the biggest reasons for buying a new bra. More is also being spent on shapewear, up 6% in the past 12 months, with new hi-tech fabrics promising greater figure-enhancement, support and fit, than ever before.
The average woman owns nine bras but just three are worn regularly. One is kept for special occasions, another two were bought to match a particular outfit while three are left languishing and no longer worn, mainly because they do not fit properly.
Seven in ten (71%) of those quizzed for the research said they have recycled or discarded underwear since the start of the year, whilst a third of women (32%) said they kept a piece for sentimental reasons - half of these had been bought by a partner.
One in four women (26%) said they owned a bra that had been worn only once, while eight out of ten (78%) had a bra they regretted buying.
More than six in ten women said they stuck to an, ‘old faithful’ because it was so comfortable to wear. A third of women (29%) said they still owned an item of lingerie that was more than five years old, 7% had one that was over ten years old, and one in 20 (5%) owned a bra purchased more than 20 years ago!
Laura MacDonald at Simply Be said: “Women live such active and busy lifestyles now and this is reflected in the type of lingerie they’re buying. Most want high quality fabrics in comfortable styles that can take them from office to dinner for 12 hours!
There’s so much more choice when it comes to bra styles now, so women are opting for styles that enhance or work with the outfit they’re wearing over it, whilst still looking great. There’s a slight shift away from overtly sexy designs to ones that make women feel good for themselves.
“Our lingerie range at Simply Be includes bras with front fastenings, new advanced fabrics and full briefs which don’t compromise on style when it comes to pastel tones, lace and strap detailing – meaning women no longer have to compromise on style or comfort to get their perfect fit.”
Simply Be’s SS19 lingerie collection is available to shop at www.simplybe.co.uk in sizes 12-32 and up to an L cup.
