Okay, so we boobed by falling for torturous bras


Okay, so we boobed by falling for torturous bras

Are we in a post sexy underwear world? No more agonising underwires, push-ups, or itchy lace?

Chloe MacDonnell

Old underwear ideals are being reshaped and both women and men are asking if push-up bras and crotchless knickers really are sexy any more? It seems the answer may be: they’re not.
Just this week it was revealed that L Brands Inc., owners of the infamous brand Victoria’s Secret, reported an unexpected drop in June comparable sales. Randal Konik, an analyst from Jeffries Financial group stated that “it’s game over” for the brand and its subdivisions. The brand’s stock price dropped 40% for the year and while it is still the No 1 US lingerie brand, its share of the market is rapidly slipping. And who can blame consumers?
A quick scroll through the Victoria’s Secret website and it seems more like investing in a high-spec sports car than buying a bra – with promises of side smoothing, increased cup sizes alongside a guarantee of maximum lift. I remember once browsing the lingerie floor of a luxury department store where I discovered a bra that came with a mini pump for “Inflation on the go”.It was marketed as a day-to-night bra so you could, for example, be a B cup in the office but come cocktail hour pump yourself up to a D. Or was it the other way round? Now I’m all for letting women wear what they want to wear but being told that your breasts should look different sizes for different occasions, well that is enough to leave even the most self confident of us feeling pretty deflated.
In a post #metoo climate, it’s no wonder that more and more women are rejecting bras that feel like  scientific contraptions and opting instead for non-wired, triangle shapes and sportier styles and pants that don’t lead to cystitis. In the malls you’ll find plenty of simpler offerings by everyone from Calvin Klein to Triumph.
In a further move away from abs and angel wings, brands such as Everlane and Lively also feature women with more relatable body shapes and curvier models with visible stretchmarks and tummy rolls in their campaigns.American Eagle’s Aerie, which has outperformed Victoria’s Secret sales for the last 16 quarters, recently released a campaign featuring women with disabilities and medical conditions and has been widely shared on social media with fans praising its inclusivity. Now that’s so much sexier than a highly flammable co-ordinated set.
- © The Daily Telegraph

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