18 July 2019

As part of the positive movement, lingerie and swimwear have broken the rules, offering styles featuring delicate comfort, freed from certain constraints. Women are choosing seamless, wire-free options (Statice, Les Girls Les Boys, Ochie, Maison Lejaby, Luli Fama, 22Paradise). The body, liberated from corseted limitations, blossoms in supple, second-skin fabrics, structured by minimal styles where the cut of the piece is the main design feature (Ysabel Mora, Kibys). The neckline of bralettes and swimsuits becomes asymmetrical (Aubade, Chlore, Hateia, Marta Reis, Voiment), enhanced with layering (Baie Brune, Maaji). High-waisted briefs reign supreme (About, Doro Di Lauro, Else, Historia Natural) and occasionally show off subtly revealing cut-outs, creating a sporty silhouette (MilaKrasna, Vaguedivague).

This is true easy-to-wear, with no limits on gender, style, or rhythm, using colors that easily combine, or are prettily paired together on one item (Aubade, Body Glove, Maaji), sometimes in a felicitously reversible style (LILNA Swimwear, Undress Code, Maaji). The practical aspect is more than ever a top factor in purchases.



Historia Natural


Doro di Lauro


Brands have a real desire to offer their young customers (ages 12 to 20) lingerie adapted to their blossoming femininity (Antigel, Mina Storm, Fillandises, Cuculapraline). Lingerie that, through its choice of materials, doesn’t necessarily highlight curves, but rather supports these young women and helps them accept their figures. When she was looking for a bra to give to her little sister, Samantha Montalban scame up against
styles that her younger sister considered too sexy or too girly. With the idea of filling in this gap with an appropriate product line, this marketing student registered to study at the Université Dauphine, where she met Chloé Bernard, who was mostly oriented to the world of finance. Together, they launched Mina Storm at the end of 2015, “the first-ever underwear brand for young women with no underwires, padding, or lace”.


Mina Storm

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