Lingerie is having a moment. So is intimate apparel and sleepwear. In fact, the whole innerwear world and its many unmentionables are on everyone’s minds with consumers stuck at home for months on end. Sales of men’s and women’s comfy basics, underwear and lingerie have surged since the pandemic started. And there are examples everywhere: Direct-to-consumer lingerie brand Adore Me’s sales are up 50 percent year-over-year since March.
The same is true for barely there lingerie. Sales of sexy lingerie increased 244 percent at lingerie and swimwear e-tailer Figleaves in Nov. 2020 year-over-year in the firm’s own brand. London-based Playful Promises saw a 90 percent rise in sales of crotchless-style underpants during the same period.
Meanwhile, brands like Zara, Karl Lagerfeld and swim and resortwear designer Miguelina have expanded into intimates. Others are expanding into new markets. Kim Kardashian West’s Skims just launched in the Middle East. Victoria’s Secret has plans to open in Israel in the back half of 2021. Brands like Rihanna’s Savage x Fenty and Frederick’s of Hollywood — traditionally known for scantily-clad women’s lingerie — have recently launched men’s wear collections as well.
Helen Mears, chief design officer at Adore Me, added, “I imagine sales will remain high, even when the pandemic is over. The world has gotten used to this work-from-home, flexible lifestyle — and all the clothes that go with it.”