Innovative and independent brands are committed to using sustainable materials, working with local producers or being for all sizes
Everything is politics. Buy a bra too. Any fashion decision implies a look at the world. In the era of T-shirts with feminist messages and the urgency of diversity and sustainability, female lingerie raises its voice. It is a voice that speaks in private and in a low voice, but speaks. And it says the clear things.
In recent years, women's lingerie brands have emerged that are independent and have a mission. It can be betting on sustainable materials, by local producers or for all sizes. Nobody yawn: this lingerie is not boring and is willing to redefine that slippery so-called sexy. The new sexy does not go through the backstage of Victoria's Secret, by forced postures or by the impossible to put on and take off but by showing different women with a safe attitude dressed in clothes that are beautiful and comfortable. It was possible to do intimate fashion like that. Hallelujah.
If we want our shirts to be modern and as respectful as possible with the environment, why do we keep on wearing as we do one (or several) decades ago? Much of today's lingerie continues to use the same codes (that spicy lace) of years ago.
The pushups, Olympic force hoops and lethal thongs give way to garments made with other patterns, laser cut and designed by women for women. The good news is that all this is sexy because it is comfortable, flattering and speaks the language of your time. It is not just an aesthetic issue: we demand a lot from our outer clothing. To the interior, poor man, we asked him very little. Fair.
This current is universal, but has focuses in France, England and the United States. French lingerie brands are bent on revising the definition of sexy clothes. Henriette H has a proposal of white clothing stitched and embroidered in France with which she intends to dress moments of intimacy. The brand founded by Sarah Stagliano has joined the illustrator or illustrator, (its identity is unknown) Petites Luxures, so French, so fashionable and so erotic; Together or together they have designed a limited edition of their flagship products: white hand-embroidered panties called Jeu de mains.
This that our grandmothers already wore turns out to be a transgressor in the hands of the French. Stagliano is not ambiguous, she sells clothes "for love". With his brand "I wanted to imagine a line of timeless and unique pieces without falling into the black lace lingerie and hairnet." It has not fallen.
This product, the white panty, is also the center of Breakfast Club, another gala brand that is manufactured locally with bio cotton. The white cotton underwear could be sexy. Especially if the people who wear it are. Dessau proposes ant cliché and different underwear for every moment of the day. Hopefully: it would mean that we have time to go home five times a day.
Miss Crofton subverts the idea of transparency and turns it into something fresh and unusual. This is similar to what Pan and The Dream does, which focuses on stockings and socks, designing socks made of tulle. It turns an accessory that has everything to be outdated and converts it, Instagram through, into a desirable accessory. Brands like these nail the insolent and disheveled sexy. These Frenchmen always giving lessons.
In England, intimate apparel brands have also emerged in recent years that avoid Asian suppliers and design garments that favor and make all bodies feel good. Feel good What a small detail. The London firm Lara says that 85% of women wear the wrong bra size and that 95% feel frustrated when they go out to buy them. We find the figures low.
In Lara they blame this for the relocation and loss of control over the product. This firm, which, like all of them appear here, is led by women. Nobody like them, us, to lead this current that has all the aspect of a movement. Scott Goodson, one of the apostles of branding with purpose affirms that "to exist in this world it is necessary that brands represent something and defend it". The future of fashion also happens to have a mission. We will not underestimate the power of a bra or culotte.
American brands are positioned more directly. Brands such as Jonesy, Pansy or Negative Underwear seek transparency in their processes, sell online to avoid intermediaries and design basic and minimal underwear that everyone of all sizes, seen the photos, seems to feel good; again the expression appears. In Spain there are projects like The Nude Label, which embraces this trend.
This Valencian brand sells, according to Ana Alemany, one of its founders, "underwear for women, of all ages, who think that their body is beautiful enough and that it is not necessary to correct it with uncomfortable hoops and fillings". Almost nothing. When asked if we are facing a new era in underwear Alemany is clear: "we are living a very strong wave of feminism, in which the canons of beauty are being questioned and emphasis is placed on acceptance and self-esteem" . Your brand works in that direction.
Where it is well appreciated the revolution that underwear lives is in, alert taboo, clothing brands for days with menstruation. He has read well. There are enough brands working in this direction to consider it a trend in the making. The best known, within the extreme niche in which it moves, is Thinx. This American firm sells organic cotton clothing to rule-test. That is your pitch. They are made with a complex technology so that they are more than hygienic and it does not seem that their owners wear diapers.
Thinx is seen as part of a movement that approaches a silenced subject with naturalness and a lot of humor. Its CEO, Maria Molland Selby, recognizes that behind its brand there is a political positioning. She declares to Vanity Fair Spain that "they are not afraid to make bold statements when it comes to issues related to reproductive health. Everyone has the right to know what happens in their body and we are not afraid to lead that discussion. " It is not the only brand that does it, but it is the one that stands for this trend that is here to stay. Cute Fruits Underwear also sells products for the same purpose and transfers part of its benefits to Planned Parenthood. These are brands with a mission.
Massive fashion also points to this new way of understanding underwear. Uniqlo was a pioneer a decade ago with her seamless underwear. Their variety of colors and the comfort of design are the envy of many brands that try, with more or less success, to copy. Whoever tries something like this cannot go back. Arket, the new brand of H & M also has its line of scandinavianly austere underwear.
Maybe we are facing a revolution, like so many revolutions today, it is not possible without Instagram. This social network serves both to make crazy ice creams fashionable and to celebrate the diversity of sizes and skins. Also for brands to tell themselves and launch their own message.
Mighty Good Undie is part of this new generation; is a subscription service for underwear for women and men. Her granny undies, (grandma's panties) have become popular. In his Instagram account, very stylized as all of these brands, there is talk of sustainable cotton and working conditions in Asian factories in which, of course, the brand does not produce. The new sexy is written by women; It is soft and conscious. And it does not sting.
