Consumer pushes lingerie’s boundaries

7 July 2021

 

Interfilière finds by Jos Berry #3

 

Most impressive in the analyses of the Bodyfashion market over the last two years are the outspoken consumer wishes. These became prominent during the pandemic, sharpening the outlines of a changing assortment. I clearly remember the ‘lean’ seasons before the Covid outbreak, the empty shops, dropped fair attendance, growing fast fashion dominance. The retail crisis, plus the outcries for inclusivity in #bodypositive and feminist movements, culminated in questioning bra sizing innovation technology (or lack thereof). However, the power of feel-good personal comfort of bodywear has proven crisis resistant.

 

At the dawn of the ‘New Normal’, a clearer picture is emerging. With this, a new assortment scenario and the enormous chance it offers for Interfilière to promote itself as the fair for WELLBEING, uniting all of the textile ingredients for inclusive and sustainable comfort pleasure.

 

Take the amazing role of Bodyfashion and leisure knits – developed not just to look good or be trendy, but to perform, be purpose driven and have lasting universal quality. Athleisure has hardly been affected by Covid, in contrast to most fashion textiles. Most women have more than 10 pairs of leggings, and research shows that they choose specific fit and fibre content for different lifestyle usage. A smarter consumer is born, eager to be taken seriously by brands in the communication about their sustainable efforts. Then there is the gender crossover, from underwear to outerwear – this is fantastically illustrated by the Hugo Boss x Russell Athletic collaboration, breaking colour and garment codes by including a knitted classic men’s jacket and pink as a leisure basic. Pushing the boundaries of family wardrobes is also practiced with success by Petit Bateaux and luxury brand licensees like Gucci and Balenciaga, or people-pleasing Skims loungewear.

 

Adidas’ Badge of Sport pioneers in repositioning classic underwear with their Delta collaboration. Sanko and Feinjersey, two of the best European resources, have outstanding track record in development of sustainable traceability with universal bestsellers like rib knits, fleeces, clean cut interlock with recycled elastane and always the softness and recovery criteria needed for versatile, family wellbeing wardrobes.

 

In my next blog: the fading divid between innovative technical fabrics and fashion. A crossover use illustrated so clearly by AZ Factories in their tech fabrics X couture design.

 

Interfilière finds by Jos Berry #3

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