What Women Seek: Comfort in 2020

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What Women Really Want from Intimate Apparel in 2020

The new lingerie is all about comfort and body confidence! An increasing number of intimate apparel brands are using diverse models of various body types and un-retouched photography.

It has been more than 25 years since the Wonderbra was called the “most iconic” design of all time: Also in 1994, AKA the Year of Cleavage, and in response to Wonderbra’s dramatic uplift in sales, rival lingerie brand Victoria’s Secret launched its first and exceedingly popular TV advertisement.

Lingerie and foundation choices in 2020 is very different from the mid-1990s when Victoria’s Secret dominated the industry. Back then, the market was shaped mainly on men’s ideas of what was sexy. For a long time, Victoria’s Secret was the authority on what modern times sex-appeal. However, in the wake of the “Me Too” movement and the backlash the Victoria’s Secret brand has faced for its deliberate refusal to represent women who aren’t a size 6, the brand no longer holds the influence it once did.

In 2020 sales of bralettes, or triangle bras, have increased by 120%. The definition of sexy has evolved in unexpected ways. It is about how a woman feels when she is wearing something – as opposed to what she looks like in the previously predictable lingerie created exclusively with men in mind. Women are demanding these changes in 2020.

Comfort Bra Selection from Wacoal-America
Comfort Bra Selection from Wacoal-America

Three of Sheila’s Sheer Elegance Lingerie’s best-selling brands include Wacoal, Chantelle and Le Mystere. All three brands use the best fabrics, but their styles and fits have evolved with the times. Women have openly expressed that they want to feel like they can freely move around, and be comfortably active in their underwear. New bra designs have a higher, more flattering cut under the arm, essentially reflecting that women’s bodies have changed and those changes are now being reflected in new bra design cuts and shapes.

Chantelle Comfort Bras and Panties
Chantelle Comfort Bras and Panties


The definition of sexy has changed and it is women who are behind this evolution.
The movement is away from the traditional wholesale model. Best known brands have been accommodating this change with a new kind of messaging. The new message is centered around body positivity, inclusivity and diversity.

Many brands are now claiming they are NOT selling sex. Women’s bodies have changed and they want to reflect that in design, cuts and shapes. The body positivity message appears to be getting stronger even as the years move on. Modern day underwear and lingerie is “all about feeling comfortable and confident in your own body.

Now in 2020 we have the rise of brands that reflect real-life underwear needs, representing women of all different shapes, sizes and diverse ethnicities in their advertisements.

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