Sexy women’s lingerie didn’t fare too well during the sweatpants-and-pyjamas phase of the pandemic, but from the red carpet to lingerie shows, ultra-sultry intimates are making a comeback — and are much more visible now.
Rihanna helped set the mood with her radical approach to maternity fashion – she wore a sheer babydoll dress over a black thong at the Dior show in Paris this winter.
Or Megan Fox’s nearly invisible Mugler dress over a white thong at last year’s MTV Awards.
Flaunting your underwear has been attempted by the likes of Kim Kardashian, Jennifer Lopez, and even fictional fashion icon Carrie Bradshaw in And Just Like That…
“It’s a trend that we see a lot in pop culture. Rihanna, Cardi B, Kim Kardashian — they took on these styles in a very extroverted way and with a real feminist dimension,” Renaud Cambuzat, Chantelle’s creative director, told AFP.
Lingerie brand Chantelle used to be associated with comfort, but they’ve jumped on the trend and launched a new Chantelle X line that puts sexiness at the forefront.
That was the prevailing mood at this year’s Paris International Lingerie Salon, which ended on Monday – with many hailing a new appetite for thongs and sheer designs.
However, experts say there has been a shift and that this trend emphasizes women wearing lingerie for themselves rather than trying to impress others.
“We are witnessing the return of the scruffy sexuality of the 2000s – styles that refer to the archetype of the objectified woman but no longer have the same meaning,” said Benjamin Simmenauer, philosopher and professor at the French Institute of Fashion.
“It’s no longer about a seduction command, it’s about a feminist reappropriation of sexualized clothing,” he added.
– reinvest in sexy –
The return of sexy lingerie marks a course correction after several years of change in the lingerie business, said Chantelle’s Cambuzat.
“Four or five years ago we were on #MeToo and there was a desire to move towards something that would be seen as more respectful,” Cambuzat said.
“The #MeToo battle is not fully won, but the field has opened up. There are women and brands who have found legitimate ways to reinvest in ultra-sexy styles.”
The change is evident in the way the big brands have embraced greater diversity in their models and advertising.
Victoria’s Secret — historically seen as a symbol of a narrow ideal of beauty — has ditched its slogan “The Perfect Body” and its army of “angels” in favor of fuller models and strong personalities like soccer player Megan Rapinoe.
“We must not confuse #MeToo and puritanism. A woman can also want to seduce out of her own conviction,” added Samar Vignals of French lingerie brand Aubade, who stressed the need for “more boldness” in the post-pandemic moment.
The company, previously known for its monochrome closeups of butts and breasts, is now running ads that show faces sometimes staring straight into the lens.
Aline Tran, founder of erotic lingerie boutique Les Rituelles, said seduction needs to be less fearful and instead viewed as something empowering.
“We talk a lot more about accepting our bodies,” she told AFP. “Seduction is a great feminist asset. It allows us to regain control of our bodies and therefore our minds.”
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