Underwear trends and lingerie advancements

April 2007

TRENDS IN UNDERWEAR
Advancements In
Women’s Lingerie
By Leah Jayasanker

Ladies and gents have been using underwear for plenty of years. Certainly, changes in society played a role in shaping the way in which undergarments have evolved. Through meetings with two industry experts Vis.A.Vis learns about key milestones and advancements their brands have made with women’s lingerie.

Maidenform’s Senior Style Director, Norah Alberto, explains the company’s dedication to understanding the needs of women and their initiatives of emotionally connecting with women while introducing new products.

LJ: What moment in history spearheaded the opportunity to create the Maidenform line?
NA: It all began in the 1920’s, when the flat-chested “boyish look” was the rage, and Ida Rosenthal and Enid Bissett became partners in Enid Frocks, a custom dress business located in a fashionable millinery shop on New York’s West 57th Street. Believing a dress would fit better over a natural bust line rather than a flattened one, Bissett cut apart and restructured her boyish form bandeau so that it had two cups separated by a centerpiece of elastic. Rosenthal’s husband transformed Bissett’s creation into an attractive garment shaped to support the natural contours of the bust. They named this garment the Maiden Form brassiere; this “original uplift brassiere” was to change the look of women forever.

LJ: How has Maidenform shifted with trends in fashion to create what women need/want for undergarments over the past several years?
NA: Recent developments in textiles and fit technology allow Maidenform to create garments that not only fit women but also their lifestyle. Some examples include; T-back bras for sporty tank tops, clear strap bras for practically any style, and strapless bras with great support for tricky fashions. These bras are versatile—they go from workplace to evening to weekend.

LJ: How did the launch of One Fabulous Fit™ Lace Demi Bra come about?
NA: The One Fabulous Fit™ demi bra revolutionized the bra industry introducing two-way stretch foam, a wafer thin foam that molds to your body and moves with you while providing opacity. It also evens you out and quite frankly if you wear the wrong size it will still fit. Additionally it has great hanger appeal, so when you walk into the intimate apparel section of a department store you can see what you are going to look like if you were to wear the bra. We all know getting fit right is extremely important, and with so many women wearing the wrong size bra, we need to do everything in our power to give them that ultimate comfort and fit flexibility.

LJ: How did Maidenform conceptualize The Flexees® Shapewear series that caters to different occasions?
NA: We believe there is a new trend in shapewear—in the past is was more of a special occasion garment, but today it’s no longer your grandmother’s girdle. Flexees® makes shapewear for every occasion, whether it is a day at the office or a dinner out with friends. The different styles are a result of the changing trends in fashion—after all, your designer outfit will not look right if you don’t start with the proper foundation.

Our second interview on all things underneath is with OnGossamer’s Co-Founder and Vice President of Merchandising, Hayley Denman, who explains more on her brand and its involvement in environmental conservation.

OnGossamer started in Miami, Florida 19 years ago by Denman and her mother, Bubbles Smolev. “My mother loved beautiful European lingerie and she wanted that sort of influence here in the United States at better price points.” What makes OnGossamer unique is their signature mesh fabric that is featherlike and comfortable, containing no lines or seams.

Since the company is Miami-based, OnGossamer pays homage to the “South Beach vibe,” where the line takes its own identity according to Denman. “Being in Miami inspires us, our daywear fashion is more for the body conscious, and the everyday in and out basics are for women everywhere.”

In more than one way OnGossamer is environmentally friendly. Teaming up with inventor Emily Beck of Lulu Brands, they launched the Luxury Liner panty that uses a Wick-stop™ liner technology to keep moisture away from the body allowing a woman to stay dry. It also stops stains from striking through clothing and hides any spotting. Denman points out, “It’s great for those who don’t know when their period will begin. Essentially, it’s a washable panty liner that’s environmentally friendly.” A second initiative that sticks Ongossamer on the environmentally conscious radar is their initiative behind their 2007 SoBe Safari line. “I saw animals starving with no water so I had to create this line to raise awareness and funds for the Zimbabwe Conservation Task Force (ZCTF),” states Denman. The ZCTF formed in April 2001 by a group of Zimbabweans concerned about the unacceptable levels of poaching and the destruction of the environment due to the break down of law and order in Zimbabwe. For more on how you can help visit African Conservation .