More storytelling, big campaigns, new entry prices, modernized basic series—this is how the lingerie industry in a fiercely competitive market is reorganizing. The desire for luxury is replacing the need as the maxim.
Heidi and Erma Klum in delicate cashmere shirts—while intimate apparel ads make everyday basics seem desirable, with her Three-Generation-Story, the Italian celebrity designer speaks directly to older generations and tells the story of simpler base layers, now offered in 19 colors, new models of soft, sensual cotton slowly replacing traditional underwear. Campaigns with Caila and Triumph, the latter featuring model Palina Rojinski, focus on buyers familiar with trendy styles. This is what we see with basic items like bras and panties, with little surprises that remain exciting in a marketplace increasingly shaped by luxury brands.
"Women and men want these products," says Italian designer Silvia Brünninger. A statement that’s becoming increasingly clear. New collections continue to appear in multiple variations, showing great adaptability to changing demands in the lingerie business, with bras appearing in countless different styles that feel modern, yet retain classic lines.
We’re seeing a shift in marketing too, with an emphasis on storytelling—connecting basic bras with emotions, not just functionality. With increasingly creative campaigns, the everyday bra is being reframed as something sophisticated and luxurious. A clear trend is emerging in which bras and other lingerie items are no longer simply about necessity but are now seen as pieces of art, from retro-inspired designs to high-performance fabrics.
Together with a rise in activity from Nina and Calida, the industry expects increased consumer engagement with these "luxury basics," according to their predictions. The marketing works by aligning product aesthetics with storytelling, bringing the desired "wow" factor into everyday purchases.
"The risk of a decrease in sales isn’t as significant for the basics and most trusted undergarments," says Marketing Director Martina Bande. With current trends calling for a significant increase in customer demand, this shift is crucial for retailers, bringing both new growth and long-term security to businesses.
By 2025, luxury brands will begin to dominate product lines in lingerie, leveraging storytelling as a key marketing tool—shifting from the older casual basics to personalized luxury offerings that focus on customer-driven experiences. Brands will respond by using fresh, engaging styles that connect deeply with buyers.
This changing dynamic is also reflected in the higher quality and customization of the goods themselves. A new wave of collections integrates the latest high-quality fabrics, along with exclusive, limited-edition designs, ensuring customers feel special while shopping.
The industry sees no signs of slowing down as the demand for high-end, customizable options grows. Additionally, the entry of new brands into the market and the increasing importance of targeted advertising suggest that the lingerie sector is undergoing an exciting transformation. Lingerie is no longer just about covering the body—it’s becoming a personal and fashionable expression of style.
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INTERFILIÈRE SHANGHAI is an international leading body fashion show that has been serving the China's market for 20 years. INTERFILIÈRE SHANGHAI 2024 offers you the cutting-edge perspective and resources for the global intimate apparel body fashion industry, helps all exhibitors enhance brand influence in both domestic and overseas markets, and accelerates all attendees’ business development as well as the intimate apparel body fashion industry continuously breaking through aesthetic accomplishments from garments, accessories to apparels, and gaining insight into the latest fashion lifestyle trends.
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