China’s post-Covid view on lingerie was the highlight of the SIUF opening show in Shenzhen. We already noticed the Chinese review of women and their lingerie. The amazing sales figures of some new brands on the powerful brand platforms Tmall and Alibaba. Brands like Ubras, Neiwai, Bananain, Toffee and Livary Mio break all records. Millennials and Generation Z have taken over the market, which used to be dominated by foreign brands and some powerful local brands like Gujin, Embry, Maniform and Aimer.
Concepts every day
The fuller bust market has always been a bit of a minefield for us creatives; between the high technicality & the never-ending quest for comfort, beauty has been put aside for a more practical look. However, this era is done! Social media has opened the door for a new vision of the fuller bust market; lightness, comfort and sex appeal are amongst the main criteria for all the change-makers in the industry.
As the general mood of London improves with the spring sunshine and the easing of lockdown, the Bodyfashion market reflects this enthusiasm with bright, clashing colours and optimistic prints across all classifications. A surprising flood of young shoppers were present on the high street, with lingerie departments busy once again.
This pandemic has been trying for most creatives. With stores and museums indefinitely closed, our main sources for inspiration vanished. But online lingerie thrives! Smaller start up brands are utilising Instagram as their own shopping window to showcase their talents. Not only do we get to see beautiful things, everybody’s favourite social media platform gives us the opportunity to discover new players in the lingerie business from all around the world.
After the third lockdown in London, our first shopping trip to Oxford Street confirms that the enthusiasm for the in-store shopping, and for lingerie, is very much back. London shops are all open, with the high street full to the brim with shoppers queueing for their much missed stores, despite booming e-commerce sales thanks to Instagram. The first look at the stores shows a big movement towards everyday comfort, but now with added desire for beautiful feminine colour and fabrics.