Women’s lingerie follows ’40-yr cycle’

The theory, known as Lavers Law, was developed in 1937 by fashion historian James Laver.

However, new research by bra firm Ultimo found that undies trends move ten years faster that other clothing styles as girls seek out new ways to look sexy and keep their partners interested.

Comeback lingerie styles include padded bras, which were first developed in the 1950s and flew back into fashion during the 1990s with Wonderbra’s Hello Boys campaign.

1960s ‘Mad Men’ style stockings and suspenders became popular again in the 2000s as girls took up the burlesque dance craze.

Other frillies following the 40-year rule include 1920s camisoles which began fashionable worn under hippy fashions in the 1960s and again under suit jackets in the 2000s.

And 1950s pointed bras donned by movie queens Jane Russell and Marilyn Monroe was copied by Madonna in the 1990s.

“Trends come around in lingerie as they do in fashion and it doesn’t surprise me that it works on a 40-year cycle,” the Sun quoted Ultimo boss and bra queen Michelle Mone as saying.

“It used to be that we changed our lingerie to suit fashions, but now underwear is setting the styles before outwear,” she added.

Share and Enjoy

Curveny 2012 designer lingerie and swim show

August 5, 2012
Jacob Javits Center, NYC

CURVExpo held day one of their three-day Spring/Summer 2013 CURVENY Designer Lingerie Swim Show, where over 200 labels exhibited their latest collections to retailers, colleagues, shoppers and members of the press. Several exhibitors hired models to wear lingerie and bikinis so guests can see how the pieces actually fit on a live person. Brands had their own booths where also they displayed selected garments, and answered questions about their company.

The show featured veteran brand names in swimwear and intimate apparel such as Betsey Johnson, Natori and Donna Karan; along new names to the expo like 3:AM, Anne-Krystel, Skyfish Swimwear, and Zeki. Below is a short list of labels interviewed for this article.

3:AM – A Brazilian company that makes clothing, beachwear and jewelry. They also make beachwear with jewelry sewn into them.

Anne-Krystel – A Montreal based company that with detailed, exquisite, sexy swimsuits and lingerie.

Cass Luxury Shapewear – Showcasing their latest collection targeting younger shoppers, and introducing their Wear Repair line.

CLO Intimo – Very sexy lingerie created by Colombian designer Claudia Ochoa.

Embrace – Shape wear and intimate wear with patented technology that enhances support for women while they are active, and technology that the designers say contain slimming and toning benefits.

Freegun Underwear – Bold, colorful, hip, youthful underwear for men and women. They are large supporters of the X-Games.

Julie France Body Shapers – They are introduced their ultra light Juile France Leger shape wear.

Love and Dream – Comfortable intimate apparel you can lounge around the house in.

Luli Fama (music plays on website)- Bright, colorful, attractive swimwear. They participated in Mercedes-Benz Swim Fashion Week.

PureLime – A Scandinavian brand that provides sports wear and sports underwear for active women.

Rhonda Shear Intimates – Sexy shape-wear lingerie.

Skyfish Swimwear – Attractive and versatile swimsuits, with a story behind and displayed on each piece.

Zeki – A Turkish based brand with very creative and sexy swimsuits. Detailed designs and a wide range of materials makes this brand stand out.

Share and Enjoy