^

Fashion and Beauty

Sexy lingerie makes post-pandemic comeback

Agence France-Presse - Agence France-Presse
Sexy lingerie makes post-pandemic comeback
In this image released on September 22, Bella Poarch (left) and Vanessa Hudgens attend Rihanna's Savage X Fenty Show Vol. 3 presented by Amazon Prime Video at The Westin Bonaventure Hotel & Suites in Los Angeles, California; and broadcast on September 24, 2021.
AFP/Emma McIntyre/Getty Images for Rihanna's Savage X Fenty

PARIS, France — Sexy women's underwear didn't fare too well during the jogging-bottoms-and-pyjamas phase of the pandemic, but from the red carpet to lingerie shows, ultra-sultry intimate apparel is making a comeback — and is now much more visible.

Rihanna helped set the mood with her radical approach to pregnancy fashion — sporting a transparent babydoll dress over a black thong at the Dior show in Paris this winter. Or there was Megan Fox's all-but-invisible Mugler dress over a white thong at last year's MTV Awards. 

Having your undies on display has been tried by the likes of Kim Kardashian, Jennifer Lopez and even fictional fashion icon Carrie Bradshaw on "And Just Like That..."

"It's a trend that we see a lot in pop culture. Rihanna, Cardi B, Kim Kardashian — they've seized on these styles in a very extroverted way and with a real feminist dimension," Renaud Cambuzat, creative director for Chantelle, told AFP.

Lingerie brand Chantelle was previously associated with comfort above all, but it has joined the trend, launching a new Chantelle X line that prioritises sexiness. 

That was the dominant vibe across this year's International Salon of Lingerie in Paris which concluded on Monday — where many were embracing the new appetite for thongs and transparent designs. 

Experts say there has been a shift, however, and that this trend emphasises women wearing lingerie for themselves rather than trying to impress others. 

"We are witnessing the return of the scruffy sexuality of the 2000s — styles that refer to the archetype of the objectified woman, but which no longer have the same meaning," said Benjamin Simmenauer, philosopher and professor at the French Institute of Fashion. 

"It is no longer a question of being ordered to seduce, but of a feminist reappropriation of sexualised clothing," he added. 

Re-investing in sexy

The return of sexy lingerie marks a course correction after several years of change in the lingerie business, Chantelle's Cambuzat said.

Related: In photos: Fashion trends 2022 nod to WFH, Year of the Tiger

"Four or five years ago, we were in #MeToo, and there was a desire to move towards something seen as more respectful," said Cambuzat. "The #MeToo fight is not completely won but the field has opened up. There are women and brands that have found legitimate ways to reinvest in ultra-sexy styles."

The change is evident in the way the big brands have embraced greater diversity in their models and advertising.

Victoria's Secret — which was seen as symbolizing a narrow beauty ideal in the past — has abandoned its slogan "The Perfect Body" and its army of "Angels" in favor of more full-figured models and strong personalities such as footballer Megan Rapinoe. 

"We must not confuse #MeToo and puritanism. A woman can also wish to seduce out of her own conviction," added Samar Vignals, of French lingerie brand Aubade, which has asserted the need for "more audacity" in the post-pandemic moment.

The company, previously known for its monochrome close-ups on bums and breasts, is now running ads that show faces, sometimes staring straight into the lens. 

Aline Tran, founder of the erotic lingerie boutique Les Rituelles, said there needs to be less anxiety around seduction, and it should instead be seen as something empowering.

"We talk a lot more about acceptance of our bodies," she told AFP. "Seduction is a great feminist asset. It allows us to regain control over our body and by extension over our mind."

RELATED: Kourtney Kardashian designs bridal dress with luxury Italian house

LINGERIE

UNDERWEAR

Philstar
  • Latest
Latest
Are you sure you want to log out?
X
Login

Philstar.com is one of the most vibrant, opinionated, discerning communities of readers on cyberspace. With your meaningful insights, help shape the stories that can shape the country. Sign up now!

FORGOT PASSWORD?
SIGN IN
or sign in with