Sexy lingerie is fashionable again but with a 'feminist dimension' Photo: AFP
lifestyle

Sexy lingerie makes post-pandemic comeback

10 Comments
By Olga NEDBAEVA

Sexy women's underwear didn't fare too well during the jogging-bottoms-and-pajamas 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 last winter.

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 June 20 -- where many were embracing the new appetite for thongs and transparent designs.

Experts say there has been a shift, however, and that this trend emphasizes 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 sexualized clothing," he added.

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 symbolizing 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."

© 2022 AFP

©2022 GPlusMedia Inc.


10 Comments
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I just hope garter belts don't make a come back, those things were a pain in the neck.

Are you sure you were wearing it correctly? :-)

4 ( +5 / -1 )

Sounds good to me, won't hear me complaining if lingerie wants to make a comeback.

3 ( +4 / -1 )

@albaleo Perhaps it was the alcohol and she used them as suspenders!!!! :-)

I just hope garter belts don't make a come back, those things were a pain in the neck.

Are you sure you were wearing it correctly? :-)

1 ( +2 / -1 )

Never realized it went away....luckily.

0 ( +1 / -1 )

I just hope garter belts don't make a come back, those things were a pain in the neck.

0 ( +2 / -2 )

RoblibToday  05:16 pm JST

Sounds good to me, won't hear me complaining if lingerie wants to make a comeback.

> gintonicToday  06:26 pm JST

Never realized it went away....luckily.

I never 'knew' that it did go away. Besides, 'jogging-bottoms-and-pajamas' can be quite appealing and 'sexy' too. It's all biological and sexiness is all in the mind ; )

0 ( +1 / -1 )

All sexy lingerie seems the same for me , but not on my lover ;)

Don't tell women the most sexy thing is what is underneath.

Women should be more demanding for men about their lingerie too.

0 ( +1 / -1 )

If sexy lingerie is making a post-pandemic, husbands will be very happy in the bedroom, which is the only proper place for lingerie. 

I don't know. At some San Diego area bars back in the 1980s lingerie fashion auctions during Friday happy hour were a thing. You could buy the garment being modeled on the spot if you thought it would fit your lady O_O Some garments requires pasties underneath but, well, fun times !

-1 ( +0 / -1 )

Women should be more demanding for men about their lingerie too.

That's why they make "Manties" ^_^

http://www.manties.net/

-1 ( +0 / -1 )

Having your undies on display has been tried by the likes of Kim Kardashian, Jennifer Lopez…

If sexy lingerie is making a post-pandemic, husbands will be very happy in the bedroom, which is the only proper place for lingerie. 

Unlike Rihanna, Megan Fox, Jennifer Lopez, Cardi B, and other female celebrities, do women of the #MeToo Movement want to be objectified by the former publicly displaying their objects?

-3 ( +0 / -3 )

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