Women’s fashion preferences in lingerie have been evolving, with a shift away from traditional styles towards more comfortable, inclusive, and sustainable options. The classic three-piece sets, once considered a staple, are now being viewed as outdated and impractical by many. These sets, with their fiddly garters and suspenders, are increasingly being replaced by modern intimates that prioritize comfort and self-confidence over traditional notions of sexiness.
One brand at the forefront of this lingerie revolution is Nala, founded by Chloe and Phillip de Winter in 2022. Nala has gained rapid popularity for its inclusive range, catering to all body types, including trans and non-binary individuals. The brand offers sizes from XS to 6XL and cup sizes from A to K, aiming to provide comfortable, affordable, and sustainable options that make wearers feel good about themselves.
Nala’s designs focus on comfort while incorporating elements that enhance confidence and sexiness. Their breathable fabrics and supportive designs aim to empower wearers, challenging the traditional standards of beauty perpetuated by the lingerie industry. Chloe de Winter, co-founder of Nala, predicts a rise in wire-free products as more women prioritize comfort in their undergarments.
Another brand making waves in the lingerie market is Chouchou Intimates, founded by Tina Grasso in 2019. Known for its playful yet practical designs, Chouchou Intimates offers versatile pieces that transition seamlessly from day to night. The brand emphasizes self-expression and empowerment, creating intimates that celebrate individuality rather than conforming to traditional beauty standards.
Chouchou Intimates acknowledges the changing preferences of women, who are increasingly seeking lingerie that aligns with their personal style and comfort. Tina Grasso believes that women are reclaiming their bodies and expressing their identities through their choice of intimates, moving away from designs focused on impressing others to ones that prioritize self-expression and confidence.
Boody, a sustainable basics brand, has also ventured into the lingerie market with its FreeMesh collection. Combining breathable bamboo-viscose with recycled nylon, Boody offers intimates that prioritize comfort and sustainability. The brand’s sheer, feather-light fabric aims to provide a second-skin feel, deviating from the scratchy and restrictive nature of traditional mesh materials.
Rebecca Innes, Boody’s Product Lead, emphasizes the brand’s commitment to sustainable practices and high-quality everyday essentials. Boody’s focus on comfort and functionality aligns with the growing trend of women seeking undergarments that not only look good but also feel great to wear. Inclusivity remains a core value for Boody, with plans for further expansion to cater to a wider range of body types.
As the lingerie industry continues to evolve, brands like Nala, Chouchou Intimates, and Boody are leading the way in redefining traditional notions of sexiness and beauty. By prioritizing comfort, inclusivity, and sustainability, these brands are empowering women to embrace their individuality and feel confident in their own skin, revolutionizing the way women perceive and experience lingerie.