Competition drives lingerie firms to develop new patterns

“Women’s outfits have evolved and so have their lingerie needs. Just support and cover is not enough. Innovation and technology have made it possible for every woman to find better fit, and seamless looks in both bras and panties. Right lingerie can make a woman feel confident and sexy,” said Zivome.com in a statement to fibre2fashion.

Some of the recently launched lingerie designs in the global market include Lacies range by Australian innerwear giant bonds which features an oversized grey hoodie, a bright fuchsia-colored bra and brief as well as a black bralet and striped boy shorts; Diamante Rosa by sassy Uruguayan actress and singer Paolo During, a collection of innerwear for regular and plus sized women; the collection of hand-stitched bra and brief sets made from Swiss gold fabrics by Switzerland-based luxury brand Rococo Dessous, animal print halter strap bikinis by the lissome fashion model Lara Bingle, etc.

Besides exploring new patterns and designs in lingerie, the companies are also adopting new technologies to increase the comfort of the product and to attract more consumers.

Last Month, Cosabella, the renowned Italian brand known for its beautiful intimate apparel, launched Never Say Never collection featuring stretch lace products that are designed to fit and flatter all types of figures where as, Freya Lingerie, part of the Eveden Group which designs and manufacturers fashionable as well as perfectly fitting lingerie, launched stylish and supportive lingerie for larger sizes.

“The latest Freya range has been created to show that good-looking, shapely innerwear can sometimes be the perfect outerwear,” says Eveden in a statement.

However, according to Zivome.com, around 80 percent of women do not know their size and wearing the wrong sized lingerie can lead to serious health issues such as back pain, headache, etc.

“So there is a need to educate the consumers  that lingerie is a wardrobe stable and a very important part of their overall well being,” says the representative of Zovime.com.

Lingerie or innerwear is an essential part of women’s attire as it plays an important role in improving her sensuality as well as her confidence. The changing lifestyles and growing income levels have moved lingerie from just comfort fit and a modest need to a fashion accessory.

Fibre2fashion News Desk - India