×
89 147
Fashion Jobs
URBN
Urbn Financial Analyst
Permanent · PHILADELPHIA
URBN
Free People CRM Analyst
Permanent · PHILADELPHIA
URBN
Free People Assistant Visual Manager
Permanent · WASHINGTON
BATH & BODY WORKS
Senior Manager, Stores Learning And Development
Permanent · COLUMBUS
TUMI
Director, Global Marketing
Permanent · NEW YORK
URBN
Free People Senior Merchandise Planner
Permanent · PHILADELPHIA
UNDER ARMOUR
Stock Lead, ft
Permanent · WOODBURY
PRANA
Director, Strategic Accounts & Sales Business Development
Permanent · CARLSBAD
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time - ny 59th st
Permanent · NEW YORK
BLOOMINGDALE'S
Asset Protection Detective, Full Time - Soho
Permanent · NEW YORK
BLOOMINGDALE'S
Registry Consultant, Full Time - Boca Raton
Permanent · BOCA RATON
H&M
842 Area Visual Manager
Permanent · LOS ANGELES
BLOOMINGDALE'S
Asset Protection Detective, Full Time - Short Hills
Permanent · MILLBURN
URBN
Urban Outfitters Visual Merchandising Manager
Permanent · COSTA MESA
COLUMBIA SPORTSWEAR COMPANY
Regional Loss Prevention Manager (Northwest-us)
Permanent · SALEM
COLUMBIA SPORTSWEAR COMPANY
Operations Manager - Swing Shift
Permanent · PORTLAND
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time, Chestnut Hill
Permanent · NEWTON
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time, Chevy Chase
Permanent · CHEVY CHASE
BLOOMINGDALE'S
Asset Protection Detective, Full Time, San Francisco
Permanent · SAN FRANCISCO
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time, Huntington
Permanent · HUNTINGTON STATION
BLOOMINGDALE'S
Asset Protection Visual Security Officer, Part Time, San Francisco
Permanent · SAN FRANCISCO
BLOOMINGDALE'S
Asset Protection Outlet Associate, Part Time, Dolphin Mall
Permanent · MIAMI
By
AFP
Published
Jun 21, 2022
Reading time
3 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Sexy lingerie makes post-pandemic comeback

By
AFP
Published
Jun 21, 2022

Sexy women's underwear didn't fare too well during the jogging-bottoms-and-pyjamas phase of the pandemic, but from the red carpet to lingerie shows, ultra-sultry intimate apparel is making a comeback -- and is now much more visible.

Rihanna helped set the mood with her radical approach to pregnancy fashion -- sporting a transparent babydoll dress over a black thong at the Dior show in Paris this winter.


AFP


Or there was Megan Fox's all-but-invisible Mugler dress over a white thong at last year's MTV Awards.

Having your undies on display has been tried by the likes of Kim Kardashian, Jennifer Lopez and even fictional fashion icon Carrie Bradshaw on "And Just Like That..."

"It's a trend that we see a lot in pop culture. Rihanna, Cardi B, Kim Kardashian -- they've seized on these styles in a very extroverted way and with a real feminist dimension," Renaud Cambuzat, creative director for Chantelle, told AFP.

Lingerie brand Chantelle was previously associated with comfort above all, but it has joined the trend, launching a new Chantelle X line that prioritises sexiness.

That was the dominant vibe across this year's International Salon of Lingerie in Paris which concluded on Monday -- where many were embracing the new appetite for thongs and transparent designs.

Experts say there has been a shift, however, and that this trend emphasises 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 which no longer have the same meaning," said Benjamin Simmenauer, philosopher and professor at the French Institute of Fashion.

"It is no longer a question of being ordered to seduce, but of a feminist reappropriation of sexualised clothing," he added.

- Re-investing in sexy -

The return of sexy lingerie marks a course correction after several years of change in the lingerie business, Chantelle's Cambuzat said.

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

"The #MeToo fight is not completely won but the field has opened up. There are women and brands that 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 -- which was seen as symbolising a narrow beauty ideal in the past -- has abandoned its slogan "The Perfect Body" and its army of "Angels" in favour of more full-figured models and strong personalities such as footballer Megan Rapinoe.

"We must not confuse #MeToo and puritanism. A woman can also wish to seduce out of her own conviction," added Samar Vignals, of French lingerie brand Aubade, which has asserted the need for "more audacity" in the post-pandemic moment.

The company, previously known for its monochrome close-ups on bums and breasts, is now running ads that show faces, sometimes staring straight into the lens.

Aline Tran, founder of the erotic lingerie boutique Les Rituelles, said there needs to be less anxiety around seduction, and it should instead be seen as something empowering.

"We talk a lot more about acceptance of our bodies," she told AFP. "Seduction is a great feminist asset. It allows us to regain control over our body and by extension over our mind."

Copyright © 2022 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.