Lingerie Trends 2027: Key Directions for Intimates Brands to Watch Now
Updated: Oct 9
It’s the beginning of October and there is a feeling of focus in the air, everyone is back at work and the summer tans are fading. There is a consensus of hunger for work and progress, it feels switched on and sharp. In fashion, we’re looking at 2027 if not, 2028. It’s certainly the time to think about your fashion brand’s seasons for 2027.
September is always a busy month for those who work in lingerie, we have the Interfiliere trade show in Paris, also an opportunity to comp shop in the French capital, and the Spring / Summer catwalks are happening for most of the month. It has always been the biggest calendar month in fashion with the September issue of Vogue holding a prestige no other month can try and carry.
On the subject of the catwalks, at Studio Nu we have been fascinated with the Spring / Summer 2027 shows and the amount of lingerie, particularly bras that have been shown, and also the way in which they are shown. The lingerie is no longer a daring peek in an outfit, it has become part of dressing, creating the outfit and a fresh liberation in being shown. We’ve noticed each season an incremental amount of lingerie styling on the runways, but this season felt like a shift in dressing and what lingerie means for an outfit.
On this note, we’re focusing on some of the biggest lingerie trends for 2027, let’s run through the lingerie design trends that matter.
Utility Luxe
As the climate and temperatures in our world continue to change, weather becomes more extreme and we seek protection and support from our garments to endure all seasons. Note the air conditioned jackets and trousers that have were shown on the catwalk by Rick Owens. Consumers will lean more towards this kind of product as the weather changes intensify, it may seem radical now but so do many trends before the reach the mainstream.
Bras and underwear have been supporting women’s bodies for some time with post surgery bras, period knickers, and fabrications infused with benefits such as aloe vera or collagen, but how will this new desire for garments to help the human body in these difficult environments translate into intimates. In terms of innovation, expect this established area in women’s intimates to only grow with more of the product mix offering solves and advantages for the female body and phases. From an aesthetic point of view, expect small utility details making their way into bodywear and lingerie. Utility details that once felt functional are now in the spotlight, they feel new and refreshing, and if they are also used practically, great. Utility details had a place at the SS27 catwalks and it felt contemporary and relevant.
Escapism
In a world where each year seems to bring new challenges and everything seems to get that little bit harder, we’re seeing consumers turn to escapism. We’ve all read about the ‘doom spending’ that people are currently engaging in, particularly Gen Z, this is the simply the outcome of a nihilistic outlook. Consumers are embracing the small, affordable luxuries in life and trying not to worry too much about strict savings plans as the future looks and feels so uncertain to many.
We see escapism developing in two ways, whilst it is traditionally associated with escaping to a more exciting world and creating a feeling of hedonism, there is also a movement where people ground themselves in a safe space, usually in their homes, and create the ultimate sanctuary away from the stressors of modern life, this is where the small luxuries really come into play, an overly luxurious hand soap in your bathroom, or silk pyjamas can transport you to somewhere else for a period of time.
Focusing on lingerie, we do see the hedonistic side of escapism channeling into lingerie sets and playful bodywear. Dressing up with references to other worlds and nodding to the festival and party scene is something we definitely see as a big trend for 2027. These looks do not have to be saved for the events themselves and we’ve noticed many seamfree brands being highly creative in this space, the outfits they create feel fresh and new. As alcohol consumption continues to decline, but attendance at concerts, festivals and other similar events only grows, what is this new space that is being created for people to let go, be free and move? A concept to watch for sure.
Natural fabrications x Fashion
There has been a real growth in brands focusing on natural fibres and blends in the intimates space, however they are often offered in the most basic of silhouettes. Expect in 2027 to see more fashion in this area, whether it be silhouette, colour or trims. There is a consumer appetite for fabrics that are good for the planet and the human body, but this does not take away the desire for style or fashion.
Vintage references
There has been a vintage obsession recently, the amount of vintage stores around now is notable, plus the pop up vintage events and the way brands now reference vintage details for their new collections. Vintage and vintage looks are not gong to go anywhere soon, the joy of thrifting is that to obtain the desired product is a journey, a story to tell, it takes time and work, and that cannot be replicated by a mass produced garment you can obtain in 5 minutes online. However, there will always be that consumer who is not fully comfortable with wearing vintage nor is patient enough to engage in the search.
Vintage and retro will influence lingerie strongly for 2027. Some of the brands that feel the newest are those mixing their own design handwriting with vintage references. A trend to note for it’s aesthetic but to also observe consumer behaviour, shopping styles and habits.
Personal Eroticism
Like many areas of life, mass consumerism and capitalism has dictated to us what a certain area of your life has to look like. Erotic outfits and product is one of them. As women continue to question their previous conditioning from society on their bodies and how they live, we see the shift in the erotic area. Seductive lingerie doesn’t have to be for a set occasion or for anyone else, we start to see a more personal lens on this. As typical events such as pole dancing and stripping which were once pushed into this area, they are now becoming activities of connection and wellness with other people, these areas are pushed into the mainstream. You can ask yourself what is sensual means to you, and you can engage in sensual outfits when you want, and on your terms.
One signifier of this shift recently is when Marks and Spencer recently started to sell Ann Summers lingerie online, including their crotchless knicker styles.
It could be exciting to think about diffusing eroticism and sensuality into your collection even if you hadn’t typically thought of your brand that way, this approach could create some beautiful new concepts.
Female Gaze
There has been an undercurrent of romanticism running through culture recently in books, films, the resurgence of poetry, the move away from algorithm orientated dating apps and of course fashion. The catwalks represent this heavily over the past few seasons, designers have clearly been finding their inspiration in many things whimsical.
Of course, bras and underwear are a natural product to embrace this trend, however, this must come from a female lens and be translated into a modern way. Traditional, beautiful laces but layered under sheers or paired with some bold hardware. The looks must feel contemporary to come across as new and empowering for women.
‘No bra’ Bra
The ultimate bra goal, have the benefits of wearing a bra; support, modesty, comfort and adaptability but without feeling like you’re wearing a bra.
Expect further innovation around comfort and ‘barely there’ feelings in the bra space for 2027. New ideas in cups, construction, straps and fabrication. Lightness without sacrificing support. It is a hard brief and a in depth piece of engineering but this space in the market will only grow, and we all know the demand is there. This concept is grounded in comfort meeting beauty.
Embroidery
The use of lace and embroidery in the lingerie industry has been declining, you can see it in the market. This has been the case since the pandemic when the hurried move to ultra comfort was catalysed. During the headspace of lockdown, we didn’t feel a need for these beautiful fabrics and this move away from them obviously had its effect on the product mix of bras and underwear for some time.
Studio Nu noticed a bit of a comeback for embroidery recently, especially in all our European comp shops throughout the year and certainly attending the Interfiliere Paris trade show in September. Whilst we see both lace and embroidery returning in a bigger way to lingerie product, it seems that embroidery is about to have its moment.
The standard of embroideries at the trade show was high and what we noticed most was the extra details that had been added to the designs, particularly embellishment and appliqué. The feeling is handcrafted and luxe and we know this is something the consumer is missing at the moment, things that feel human-made and are inherently ‘anti AI’ such as embroidery are the new luxury. The fact that LIVY who is breaking barriers in lingerie design heavily uses embroidery may also be a factor in why we see this focus on embroideries in lingerie for 2027.
The embroidery designs that feel the most trend forward are bold yet feminine with interest stitching, discreet embellishment or experimental appliqué.
2027 trends in lingerie and bodywear are quite diverse and closely linked to how our consumers are feeling int he current climate, there is certainly lots of white space and opportunity in the market to be had, the challenge is to translate it appropriately to your brand.
Studio Nu can help support your lingerie brand with trend, the design force at Studio Nu has over 15 years experience in intimates trend and design. If you are interested in an intimates trend forecast, bra trends of 2027 or even an underwear trend report, we can provide you with high quality trend intel. Fill out our submission form and we’ll organise a call where we can discuss your needs further here.
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