Are There Really Trends in Lingerie?

Let’s talk about something I’ve heard time and time again — “What’s trending in lingerie this season?”

Now, I’ve been in the lingerie game for a long time (don’t make me count the years!), and I’ve seen a fair share of “trends” come and go. But here’s the thing… unlike ready-to-wear, lingerie doesn’t really do trends — not in the same way. Sure, we see a colour or detail creep in from the catwalk now and then, but deep down, the lingerie world dances to its own rhythm.

So let’s unravel it: are there really trends in lingerie, or is it all just a reworking of the classics?

What Actually Sells? (Spoiler: It’s Not the Trend Piece)

Let me give you a little insider truth: the pieces we think will be fashion-forward bestsellers — rarely are.

The bold prints, edgy silhouettes, and trend-led cuts often look great in a lookbook or on the runway, but when it comes to real-life purchasing, the quiet classics always win.

Women return — time and again — for:

• The perfect black lace balconette

• A smooth nude bra that vanishes under clothing

• A silk slip that fits just right

• A French knicker with timeless appeal

These aren’t passing trends — they’re essentials. They’re chosen for how they feel, not just how they look. And that feeling? It’s not dictated by fashion weeks — it’s deeply personal.

So… Are There Any Real Lingerie Trends?

Short answer? Yes — but not in the fast-paced, Instagram-driven way we often see in apparel.

Lingerie evolves slowly, thoughtfully. It responds to changes in lifestyle, technology, and cultural shifts. Here are a few genuine, lasting developments:

• Comfort culture brought us bralettes and soft-cup bras — a quiet rebellion against restrictive wires and padding.

• Wellness and self-care popularised breathable, natural fibres like modal and organic cotton.

• Inclusivity reshaped the market — from diverse body representation to broader sizing and shade ranges.

• Sustainability sparked innovation in recycled laces, eco elastics, and water-saving dye techniques.

And perhaps one of the most transformative shifts in my lifetime?

From Cut-and-Sew to Moulded Cups — The Global Game-Changer

For decades, bras were crafted with panels, seams, and clever engineering — the cut-and-sew method. Beautiful? Absolutely. Supportive? Yes. But always seamless under clothing? Not quite.

Then came the moulded cup revolution — smooth, seamless, lightly padded. Perfect for the modern wardrobe, and ideal for creating a natural shape under T-shirts and tailoring alike.

Tokyo, and the Bras That Made Me Giggle (Then Made Me Think)

When I moved to Tokyo, Japan, and first saw the bras there, I genuinely was surprised. Padded boosters, moulded cups, “cookies” inside every cup — it was like lingerie gone wild! Coming from the UK, where things were still quite minimal and natural, it felt over the top… almost theatrical.

But I quickly realised Japan was way ahead of the curve.

The designs weren’t just decorative — they were addressing the desires of a different market: petite frames, volume-enhancing shapes, and a love for polished, perfected silhouettes. In that cultural context, they made perfect sense.

A vibrant display of Triumph C'est Ca lingerie in a Tokyo store, showcasing some of my designs from the early 2000s using Sciangallo Lace from Italy.

And here’s the kicker: what seemed extreme to me back then is now the norm globally. Today, T-shirt bras, push-ups, and smooth moulded cups are mainstream — adopted everywhere from Europe to the Americas. Asia, in many ways, led that innovation.

But Hasn’t Lingerie Always Changed?

Yes — and no.

Lingerie doesn’t follow fashion trends in the traditional sense, but that doesn’t mean it hasn’t evolved. In fact, understanding how bras have changed over time gives us even more clarity on what really counts as a trend in this space.

Let’s take a quick look…

A Brief History of the Bra – From Corsets to Comfort

The evolution of lingerie tells a deeper story — one of shifting body ideals, cultural movements, and technological progress:

• 1800s – The Corset Era

  Tight-laced, boned, and waist-whittling — the corset was beauty through restriction.

• 1914 – The First Modern Bra

  Patented by Mary Phelps Jacob using two handkerchiefs and a ribbon — a revolutionary step away from corsets.

• 1920s – The Flapper Shape

  Flat-chested silhouettes became trendy, and bras were designed to suppress curves, not highlight them.

• 1940s – The Bullet Bra

  A structured, conical bra shape defined the pin-up era and post-war fashion.

• 1960s–70s – The Braless Movement

  Feminism and freedom inspired soft-cup bras, or no bras at all. Natural bodies were celebrated.

• 1980s – Power Dressing & Structured Support

  Underwire became standard. Lingerie was bold, structured, and unapologetically sexy.

• 1990s – Wonderbra & Minimalism

  The cleavage comeback! But also, a rise in clean lines and cotton sets — thanks, Calvin Klein.

• 2000s – Moulded Cups & Seamless Everything

  The T-shirt bra era took over. Smoother, sleeker, and tech-driven designs became everyday essentials.

• 2010s to Today – Comfort, Diversity, and Sustainability

  Women demanded better — and got it. Inclusive sizing, ethical practices, and truly wearable lingerie became the new luxury.

So… Is Classic Always Best?

Honestly? Yes.

Because classic doesn’t mean boring — it means trusted, beautiful, and endlessly wearable.

While it’s fun to play with trends — and I’ve loved designing a good print or cheeky detail — the pieces that women return to, time and again, are always the ones that feel right: soft, supportive, flattering, and designed with care.

And from a brand perspective, this is what keeps customers coming back — season after season.

It’s not about gimmicks or fashion fads. It’s about consistency, connection, and quality. When a woman finds lingerie that fits beautifully, feels good, and flatters her shape — she remembers. And she returns.

That emotional loyalty is the foundation of a strong, sustainable brand — and it starts with honouring the classics.

Valisere Camisole & Briefs - designed in 2005 - still love today!

Final Thoughts: Designing for the Long Game

As a designer, I’ll always be inspired by the fashion world — it keeps the creative spark alive. But when it comes to lingerie, I’m not chasing trends.

I’m designing for the woman who wears it — for how she lives, how she moves, and how she feels.

Because the truth is this:

Trends fade. But confidence? That never goes out of style.