Home Underwear Sexy lingerie is making a comeback after the pandemic

Sexy lingerie is making a comeback after the pandemic


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Paris (AFP)- Sexy women’s underwear hasn’t fared very well during the jogging and pajama phase of the pandemic, but from red carpets to lingerie shows, ultra-sensual intimate apparel is making a comeback – and is now much more visible .

Rihanna helped set the mood with her radical take on maternity fashion – sporting a sheer babydoll dress over a black thong at the Dior show in Paris this winter.

Or there was Megan Fox’s almost invisible Mugler dress over a white thong at last year’s MTV Awards.

Having your underwear on display has been tried 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 have seized on these styles in a very extroverted way and with a real feminist dimension”, declared Renaud Cambuzat, artistic director de Chantelle, told AFP.

Lingerie brand Chantelle used to be associated with comfort above all else, but they’ve joined the trend by launching a new Chantelle X line that prioritises sex appeal.

It was the prevailing mood across this year’s International Lingerie Show in Paris which ended on Monday – where many embraced the newfound appetite for thongs and see-through designs.

Experts say there has been a shift, however, and this trend emphasizes women wearing lingerie for themselves rather than trying to impress others.

Rihanna has made exposing your baby bump – and your underwear – fashionable ISABEL CHILDREN AFP

“We are witnessing the return of the scruffy sexuality of the 2000s, styles which refer to the archetype of the objectified woman, but which no longer have the same meaning”, estimates Benjamin Simmenauer, philosopher and professor at the French Institute of the fashion.

“It is no longer a question of being summoned to seduce, but of 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 industry, said Cambuzat de Chantelle.

“Four or five years ago, we were in #MeToo, and there was a desire to move towards something seen as more respectful,” says Cambuzat.

“The #MeToo fight is not completely 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 major brands have embraced greater diversity in their designs and advertising.

Footballer and gender equality campaigner Megan Rapinoe is part of Victoria's Secret's new breed of model
Footballer and gender equality campaigner Megan Rapinoe is part of Victoria’s Secret’s new breed of model Angela WEISSAFP

Victoria’s Secret – which was once seen as symbolizing a narrow ideal of beauty – has ditched its slogan “The Perfect Body” and its army of “Angels” in favor of larger models and strong personalities like footballer Megan Rapinoe. .

“We must not confuse #MeToo with puritanism. A woman can also want to seduce by her own conviction”, added Samar Vignals, of the French lingerie brand Aubade, who affirmed the need for “more audacity” in the post-pandemic moment. .

The company, previously known for its monochrome close-ups of buttocks and breasts, now runs ads that show faces, sometimes staring straight into the lens.

Aline Tran, founder of erotic lingerie boutique Les Rituelles, said there needs to be less anxiety around seduction, and instead should be seen 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 body and by extension our mind.”