[imagesource: Publicist]

The international lingerie industry is undergoing some seismic shifts.

Now the order of the day is comfortable and practical underwear instead of seductive and sexy lingerie.

More and more women are rejecting what was popular in the 2000s, which saw gossip magazines and the like shame any woman that wasn’t basically starving herself skinny.

Women are demanding comfort now more than ever, not just because of being housebound during the COVID-19 pandemic, but because of the rise in body positivity and reclaiming the male gaze.

Brands that were popular during that decade, like Victoria’s Secret, have taken a knock, while body-focused lingerie brands such as Chité, Chantelle, and Mey have been on the rise, reports The Telegraph.

Last year, Vogue even made a PSA  that “big knickers” were back.

Kim Kardashian-West’s Skims collections, first launched in 2019, have basically lead the revolution.

Sitting at home with nowhere to go and not much to do because of the pandemic, we are all grateful that the (online) shops are stocking the stretchiness we need.

Speaking of underwear revolutions, Kate Moss revolutionised underwear marketing in the 1990s at the wee age of 17.

Moss burst onto the scene, dominated by sexy and over-the-top bombshells (like Cindy Crawford and Naomi Campbell), representing a new type of beauty – raw, minimal, and natural:

“I wasn’t the Amazonian girl that everyone in fashion was used to… all curvy and tall,” Moss would later say, before ultimately admitting that the globally celebrated shoot had led her to have a personal breakdown at the time.

Now the two underwear revolutionaries are collaborating, with Moss being hired as the new face of Kim’s two-year-old underwear brand.

At 47, with 30 years of modelling experience to her name, Moss is doing the most with the aesthetic that made her famous.

She looks rather comfy in that ribbed soft-cup plunge bra and big-ish pair of cotton knickers:

 

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A post shared by SKIMS (@skims)

While it seems like Kim teeters on the edge of irrelevance, hiring Moss has added more “innovation” and “excitement” that the brand speaks of:

“What Kim is doing with the brand is so fresh and modern, making underwear women actually want and that fits perfectly,” Moss said in a statement. “I wear it, my daughter wears it – even my mum wears it.”

Moss, again, in cotton leggings that are designed with comfort in mind:

 

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A post shared by SKIMS (@skims)

I’ll be off now, ‘Moss’-ing around in my giant knickers, which are totally in vogue, thank you very much.

[source:thetelegraph]