As traditional lingerie falls out of favor, modern brands focus on comfort and inclusivity, reshaping the experience for brides-to-be.
In the lead-up to an upcoming wedding, many brides face numerous planning challenges, from venue arrangements to floral designs. However, one bride-to-be has brought attention to a particular aspect of preparation that has taken a frustrating turn: the search for the ideal lingerie. According to the New York Post, traditional lingerie sets characterized by their cumbersome garters and suspenders have started to feel outdated and impractical, prompting a larger conversation about changing trends in women’s intimate wear.
As women seek more comfort and body positivity in their lingerie choices, a new wave of modern intimates brands is reshaping the landscape of this traditionally rigid industry. These brands are focused on inclusivity, comfort, and self-confidence, demonstrating that feeling sexy does not equate to wearing a traditional matching set designed for the male gaze.
Nala, founded by Chloe and Phillip de Winter in 2022, has quickly risen to prominence as one of Australia’s fastest-growing e-commerce lingerie brands. Known for its inclusive sizing—offering products ranging from XS to 6XL and cup sizes A to K—the brand caters to a diverse array of bodies, including those of trans and non-binary individuals. Chloe explained the motivation behind Nala, citing her own frustrations in finding intimate wear that was “comfortable, affordable, sustainable, and cool.” She emphasized that comfort is now a priority for many women, stating, “We’re never reaching for traditional lingerie for a Wednesday in the office or a Thursday looking after the kids. We want something supportive, breathable, yummy, and that also makes us feel good.”
Chloe also acknowledged the industry’s past failures in depicting diverse body types, noting that “the industry labeled ‘sexy’ as one body type,” and calling for a representation that aligns more closely with the reality of women’s bodies. Looking forward, she predicts that wire-free designs will gain popularity as women continue to prioritize comfort.
Another brand making strides in this arena is Chouchou Intimates, founded by Tina Grasso in 2019. This brand aims to balance comfort with a sense of playfulness and aesthetics, attracting attention from celebrities such as Addison Rae and Chappell Roan. Tina expressed her vision of creating lingerie that is versatile enough for everyday wear yet appealing for special occasions. “Lingerie shouldn’t be about impressing someone else — it should be about celebrating self-expression and feeling incredible in your own skin,” she stated.
Reflecting on the changing sentiments regarding traditional lingerie, Tina believes that women are increasingly empowered to choose pieces that resonate with their own tastes rather than societal standards. She revealed, “We don’t consider men at all in the design process,” further stressing that the focus remains on women and their preferences. With a current size range up to 4XL, Chouchou is committed to creating inclusive offerings and is planning to expand its size range even further.
Lastly, Boody, a brand known for its commitment to sustainable fashion, is venturing into more stylish intimate wear with its latest FreeMesh collection. This line features breathable bamboo-viscose intimates paired with recycled nylon, designed for all-day comfort. Boody’s Product Lead, Rebecca Innes, elaborated on the brand’s evolution, highlighting their mission to become the “world’s most loved sustainable underwear brand.” By blending sustainability with high-quality design, Boody aims to provide options that are not only functional but also appealing to the modern consumer.
In conclusion, these brands are part of a larger trend that reflects a holistic approach to lingerie. They emphasize inclusivity, comfort, and personal expression, showcasing a significant departure from traditional concepts that have long dominated the market. As women increasingly seek garments that align with their needs and identities, the shift in the lingerie landscape appears to be both necessary and welcomed by many.
Source: Noah Wire Services
