Jockey creates new line of "nude" underwear with multiple shades

By

Emily Jensen

Published
Jul 28, 2017

Jockey’s newest line of seamless underwear includes five colors intended to act as nude shades for a wide variety of skin tones. The new collection reflects many fashion brands’ increasing interest in appealing to a diverse audience.

 
Jockey’s Seamfree Air True to You Shades line includes one bralette and four styles of underwear, each available in five different skin-tone shades ranging from light to dark. According to Jockey’s creative director Laetitia Lecigne, the decision was a longtime in the making, with the company taking its time to find the right tones.
 
“It was something we were investigating for a while, and we wanted to do it at the right time with the right product,” she said in a statement. She added that achieving the correct nude shade is more difficult with clothing than with makeup. “Since you’re working with fiber, not cream, it’s harder to get the skin colors right; some turned out super orange, so it took us a while to get them right.”

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More and more fashion brands have come to use the term “nude” to describe a spectrum of shades, rather than a beige tone that mimics Caucasian skin. Controversy around the use of the term “nude” has gone on for years, including a 2009 incident in which many news outlets described a champagne-colored Naeem Kahn gown worn by Michelle Obama to a state dinner as “nude.”
 
Jockey is not the first brand to create a collection centered on a spectrum of nude shades. Christian Louboutin earned praise for his Nudes collection, which launched in 2013 with five different skin-tone shades ranging from light to dark. The shoe designer has since expanded the line to include both more shades and more styles. Brands such as Nubian Skin have also popped up in recent years to create flesh-toned lingerie specifically for women of color.   

The Jockey Seamfree Air True to You Shades line is available exclusively at Macy's, with prices ranging from $13 to $25.