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Undergarment, innerwear or lingerie have gone through a huge transformation in the past 200 years. The once severely restrictive torture devices now become the focal point of an outfit. In an age when change is constant in fashion, innerwear is also undergoing fashion cycles just like other fashion categories, presenting enormous opportunities for brands.
According to a research by Zion Market Research, the global lingerie market will reach a whopping $59.15 billion by 2024 . The rise in this market segment is not only fueled by rising sense of self-consciousness among women, but also because they have been having greater purchasing power and put money where the values are. That’s where innerwear starts to evolve from a form of control to a fashion statement.
In the 16th century, women wore corsets, which is a symbol of status, to control body shape However, it never feels comfortable to wear hard and tight-fitting corsets made with whalebone. When worn for a long period, it may also harm organs and disfigure the body. Thanks to economic freedom and culture changes, by the 1920s, the corset was gradually abandoned, and the female body is gradually liberated. A big step to liberty is the emergence of “bikini” in 1946, which symbolizes women power and reflects the ideological and cultural shift towards freedom. With less fabric and comfortable close-fitting design, bikini has quickly gained popularity among women across the border.
In 2020, an age where millennials dominate, innerwear seems to be undergoing a more diverse change beyond style. As innerwear is some of the most intimate garments of the body, comfort is always the top priority for consumers go shopping. However, nowadays, comfort is not the only thing that matters, consumers are looking for something more. According to a report conducted by Nielsen, about 75 percent of millennials are altering their buying habits with the environment in mind . Aware that consumers value and choose brands which can contribute to the environment, a lot of fashion brands have been making sustainability a core strategy in their production. For instance, brands have been looking out for materials which ensures comfort and sustainability. TENCEL™ Modal fiber is one of such materials which allows is produced by environmentally responsible processes from the sustainably sourced natural wood and known for being exquisitely soft and pleasant to the skin.
Europe always stands in the frontline of sustainability. As a company whose manufacturing operations are located next to a nature reserve in Austria, Wolford always views sustainability as an essential element of its business. Its ‘Cradle to Cradle’ collection is designed to contribute to circular economy and targets to ensure 50% of all Wolford products will either be biodegradable or technologically recyclable by 2025. To achieve this goal, Wolford has been using TENCEL™ Modal fibers which are sourced from renewable raw material beech wood, in its collection. With the ability to biodegrade and fully revert back to the nature, TENCEL™ Modal fibers have become some of the key elements which support Wolford’s strive for greater sustainability.
Established in Japan in 1949, Wacoal commits to bringing high quality beautiful intimate apparel to women, without causing burden on the environment. The eco-conscious i-earth collection from Wacoal is made from TENCEL™ fibers, which are derived from nature and will return to nature with its biodegradability. More importantly, it is an ideal material that enables innerwear to offer intimate protection and elevate wearing experience. Compared to synthetic fibers, TENCEL™ fibers have an efficient moisture uptake – in some cases an improvement in moisture management of up to 50% was measured with TENCEL™ fibers, offering greater breathability and effectively preventing bacteria growth.
EASY SHOP, the young lingerie brand from Taiwan is dedicated to making every woman feel good. Thy Life® collection made with TENCEL™ Modal fibers is one of steps moving forward to their goal. EASY SHOP's Thy Life® collection is especially designed for sensitive skin. Empowered by Micro technology, TENCEL™ Modal fibers are produced under environmentally-responsible process, which transforms wood pulp into cellulosic fibers by saving energy and reducing pollution. As a nature-friendly product, TENCEL™ Modal fibers can also offer quality of lightness and long-lasting softness to every inch of skin after repeated washes.
Innerwear is always depicted as human’s second skin and has been gaining more spotlight in recent years amidst the ever-changing society and culture. As sustainability become the top-of-mind priority for consumers besides comfort, brands should embrace sustainable solutions which not only enhances comfort and experience, but also cares about the planet.