Incontinence Lingerie Hits The Catwalk In Auckland, New Zealand [Video]

It might be surprising to hear the word “incontinence” in the same sentence as “catwalk,” but a company called Confitex has recently released a line of attractive incontinence lingerie, and they showed it off in style this week in New Zealand.

In what is a world first, at the New Zealand Fashion Week in Auckland Confitex launched its new global brand of incontinence underwear for both women and men, which then graced the catwalk as a designer range.

The collection has been dubbed the Hi-Life Collection, and the company debuted 30 different looks which ranged from softer, evening lingerie, right through to every day wear. Their motto, “Don’t hold back from living your life,” is set to inspire the lifestyles of what is apparently one in four people worldwide who suffer from incontinence.

The world’s first incontinence lingerie show from @confiTEX at @NZFashionWk http://t.co/Hvhisljbva #nzfw pic.twitter.com/LOsI2mr0bu

— Rachel Montague-Ebbs (@LadyMPresents) August 27, 2015

Cosmopolitan states rather crudely in their article about the incontinence underwear, “You know, so you can feel sexy even if you leak,” and reportedly the New Zealand media questioned last week whether the runway is the best place to showcase incontinence lingerie. However, judging from photos and the video included at the end of this article, the new range of absorbent underwear for incontinence is attractive and apparently does the required job.

Ranging from the three-layered system for more absorbence to the first G-string designed for light incontinence, this waterproof and pad-less underwear for both men and women was developed by Dr. Mark Davey and Frantisek Riha-Scott. It reportedly took three years of research and development to come up with a range that looks and feels like real lingerie.

Amazing show from Confitex! #NZFW pic.twitter.com/tm2u5OcVXq

— NZ Fashion Week (@NZFashionWk) August 27, 2015

Riha-Scott said in a press release on PR Newswire, “Our underwear is beautiful, environmentally responsible, and made for people with a love of life and adventure.”

Davey said that their consumers refuse to “live in a padded world.”

“Why on earth should they? Not everyone wants to feel ‘protected’. We’ve developed these products for people who love style and design and who want the clothes they’re wearing to express who they are.”

An incontinence underwear collection just hit the runway – http://t.co/PCOcQnQpmE pic.twitter.com/QxCxUFbFlO

— Konbini (@konbini) August 28, 2015

Davey added that people who suffer from incontinence should still be able to enjoy their “lifestyle, freedom, and independence,” and that it is the company’s goal to allow them to “do what they want to do and see who they want to see.”

Incontinence lingerie is now a thing. http://t.co/9UCkemtClN

— HuffPost Australia (@HuffPostAU) August 30, 2015

According to Cosmopolitan, as opposed to incorporating pads and diapers into the incontinence lingerie, Confitex uses a brand that wicks away the moisture. Currently on sale at $34.90 each, the underwear bottoms have varied levels of absorbency from light (around a teaspoon’s worth of liquid) right through to moderate (approximately half a cup at a time).

See more of the range of absorbent incontinence lingerie in the brief video included below.

[Image: Screengrab from YouTube video]

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This lingerie brand for young women stopped airbrushing photos – and sales are …

Aerie/Ali Mitton

American Eagle’s lingerie brand is thriving.

Aerie defied norms last year by abandoning photo retouching of its models.

The idea to use unretouched photos in ad campaigns dawned on the creative team as a way to appeal to young women.

“We definitely had a creative moment where the team got together, and we just said, ‘really, what’s happening today with millennials and the next generation?’” Aerie’s president, Jennifer Foyle, said to Business Insider. “And we really felt like girls today are just more independent and stronger than ever.”

“We just knew that it would really resonate with this generation,” she said, adding, “why would we even be airbrushing these models? They’re beautiful as is.”

That instinct was completely right.

Since nixing Photoshop, sales have soared. On a recent earnings call, American Eagle Outfitters revealed that in the second quarter alone, Aerie’s comparable store sales increased by 18%

Aerie/Ali Mitton

Aerie serves as an alternative for young women, who are often bombarded by unrealistic imagery from the media.

“I think if you look outside of what we’re doing [the lingerie industry's models are] not realistic, and I don’t think it sets a good example,” Foyle said.

Victoria’s Secret is known for its very svelte “angels.” Aerie’s models are seen as more relatable.

“Do you remember being in sixth grade when you’re just going through those awkward stages?” Foyle said. “I think what we’re looking to do is to create a bond. We want this to be a bond that young girls can hold hands on and say, ‘I wanna be part of that brand!’”

Aerie/Ali Mitton

Now the brand plans to never look back.

“I think every brand needs to do what’s right for their brand,” Foyle said, regarding airbrushing in general.

But she doesn’t think retouching is a necessity. “I think it could be done without,” she said. “I mean, I don’t think we need to lean on it as hard as we think. And from my perspective, I would say it’s really up to the retailers, and what they really want to do. This is what we stand for, and this is what we want to do.”

Aerie is poised for tremendous growth.

“Next Aerie presents an incredible growth and opportunity, which I believe can double in size over the next several years,” interim CEO Jay Schottenstein said on a recent earnings call.

“We want to become a real player in the intimates sector,” Foyle said to Business Insider.

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