The Lingerie Market Is Having a Moment

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.  

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Investors have taken note, too. Mindd Bras, founded by Victoria’s Secret alum Helena Kaylin, recently received a $1 million investment from Canadian financial platform The51 and investment firm WVL Capital. MeUndies got $40 million. 

Intimates apparel brand Soma. Courtesy Photo / One Kreate

But can the momentum last post-pandemic, when consumers once again start venturing out and putting on regular clothes? 

Only time will tell. But for now, many say “yes.” 

“With many consumers working from home, innerwear and loungewear are habit-forming and are now an everyday basic for people like jeans,” said Guido Campello, co-chief executive officer and creative director of Journelle. “Even when consumers start to return to the office, this will not change. The pandemic has permanently altered consumers’ sense of style. Consumers will embrace a new business casual with the acceptance of upper management in more casual clothes with small details of formality and tradition. Fashion has changed forever and styles at work will be more relaxed but also much cooler than ever before.”

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.”

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