Eat your heart out, granny panties are back and the millennial are not shy about it.
According to a New York Times report, there’s been a shift in the trend for undies as an increasing number of younger females are showing a preference for more coverage.
“Within millennial and Generation Y consumer groups, it’s considered cool to be wearing full-bottom underwear,” Bernadette Kissane, an apparel analyst at the market intelligence firm Euromonitor, said to NYT. “Thongs have had their moment.”
Data provided by the research company NPD Group support the claims of a change in trend as it shows that sales of thongs decreased 7 percent over the last year, while sales of fuller styles—such as briefs, boy shorts and high-waist briefs—have grown a collective 17 percent.
“Most lingerie is designed to appeal to a man,” Julia Baylis, the designer of Me and You, reportedly said.
“For us, that’s not even a consideration. This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know.”
In fact, that’s clearly a growing movement. Full-coverage briefs stamped with the word “feminist” across the bottom have been one the company’s most popular products.
Erica Russo, the fashion director for accessories, cosmetics and intimate apparel at Bloomingdale’s, has also reportedly said that there has been a “shift in the business.”
She noted that the trend is in line with the higher-waist and roomier pants styles that have dominated fashion this season. Perhaps motivated by the same kind of contrarianism that helped elevate Birkenstocks and fanny packs, young women are embracing “granny panties” — and not just for laundry day.
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