Comfort Is a Major Trend: Here’s What’s Happening in Bra Fashion Right Now
The COVID-19 pandemic accelerated the trend: bra fashion is now more comfortable than ever. When people retreated to their homes a year ago, many reached for bralettes, wire-free bras, and sports bras.
Comfortable fashion has long been a global megatrend: running shoes have made their way from the track to city streets, and relaxed sweatsuits have been a frequent sight on international style influencers for some time.
And since getting dressed starts with underwear, it’s only natural to want comfort there, too.
Tiina Murtomäki, the Finnish sales representative for bra brand Miss Mary, believes the comfort trend is here to stay.
– Comfort is clearly a priority in lingerie, and demand for wire-free bras has increased. When relaxing at home, people want comfortable bras they can even nap in. Sports bras are also selling well right now.
According to Murtomäki, Finnish women have long favored simple, understated bras, but demand for their more colorful counterparts is clearly growing.
– Powder shades are always in fashion, but bright blue, red, and yellow are also in demand right now. People in Finland are clearly paying more attention to bra fashion, too, and more and more are buying bras in different shapes and styles for leisure, special occasions, and all kinds of outfits.
Rauni Marttila, the Finnish representative for the PrimaDonna bra brand, also says that the comfort trend is reflected in both statistics and sales.
– Women want a touch of luxury in their everyday lives and beautiful lingerie. Black, beige, and white remain staples and are always in style, but bright red, for example, has also been a hit lately. Although lingerie is designed for comfort, it also plays with color and sometimes bold contrasts: a bra might combine floral patterns with pastel colors, or checks with lace.
PrimaDonna’s Madison bra is the brand’s best-selling bra. The longline style has also become a favorite for many.
According to Marttila, Finnish women are now taking inspiration from global trends: many customers are excited to buy matching lingerie sets instead of just bras or panties.
“Along with matching sets and comfort, customers want quality fabrics and materials. They’re also very aware of where bras are made, the stories behind them, and the certifications lingerie brands hold.”
Comfort starts with the right size: check out our bra size guide. If you’re interested in PrimaDonna, read about customers’ experiences with PrimaDonna bras. Learn more about materials and manufacturing in our article on sustainability.
