Fashion: Soft cotton underwear

SHOWROOM | FASHION Comfort FORWARD

The simple act of buying new underwear is an exciting prospect for some women as there are many choices to choose from, but what is more important, look or comfort? Comfort, of course, and that’ s why it’ s important to think about the kind of underwear you want before just grabbing anything that looks good on the eye.

BY TERRIQUE FARO

What is the number one complaint you hear about when it comes to underwear? It’s too tight and it feels uncomfortable, which is why many women are opting for more comfortable cotton undies or athleisure-style lingerie. These options are becoming major trends in the intimates section.

Underwear was invented by the ancient Egyptians. It was the concept of wearing a second layer of clothing between their skin and a layer of dress. The inner layer was more for status than for practical reasons, but it’s still an amazing piece of innovation. Fast forward to 2021, the world is demanding inclusive basics that serve all women’s bodies. Women are demanding more from their clothes and underwear. They want designs that can be worn on a larger range of body types, across a wider range of skin tones. Women of all shapes and sizes can finally feel like they fit in, look good and feel comfortable in what they wear.

The demand for functional underwear has risen steadily, with many women looking not only for coverage, but also versatility and comfort. There is a growing awareness that the right type of underwear can make a woman feel more confident. The world is moving away from selfdeprecating, negative narratives and towards a positive, empowering outlook on how people see themselves. The rise in demand for comfortable underwear has been primarily fuelled by influencers on social media who have championed body positivity and are using their platforms to promote inclusive underwear for women of all shapes and skin tones.

In South Africa, brands such as Gugu Intimates have been at the forefront of this comfortable underwear trend for years and the brand has a growing international presence. Targeting a niche of black women within the higher Living Standards Measure (LSM) group, the brand has spent years perfecting its product so it can offer a bespoke service and have mastered the art of providing better, more comfortable underwear that is customisable.

Thabooty ’s by media personality Thando Thabethe is also in the buy-in for providing comfort for women. Using durable materials, Thabooty ’s is for every woman who wants to feel sexy and confident while wearing underwear that provides comfort. The brand is committed to helping people feel good about themselves and its underwear is comfortable and gives a flawless fit. Local retail stores such as H&M and Cotton On have also jumped on the comfy underwear trend and offer fashionforward, affordable, cotton underwear options.

SOFT COTTON

Casual-chic is now the name of the game, as people are eschewing frills for comfort. We are living in a time where comfort is key. Health expert Dr Jennifer Wider advises that while lingerie with all the trimmings is fine to wear for the occasional sexy evening, these synthetic fabrics can trigger chafing and redness, especially if you wear them often or for too long a stretch. According to the author of The Complete A to Z for Your V, Dr Alyssa Dweck, a gynaecologist in New York, cotton is the best choice when it comes to everyday wear. It’s the most absorbent material and the best for promoting breathability. People are spending money on this type of underwear because it not only feels great, but it has tons of other benefits. Comfy underwear is all the rage and with good reason. The best underwear will be breathable, sweat-resistant, and moisture-wicking to keep you dry and fresh all day long. It’ll also be soft against your skin so you can wear it for hours without noticing with no chafing or riding up your legs. Internationally, Kim Kardashian’s SKIMS has been capitalising on this trend by expanding its product offerings to include a variety of sizes and colours for women of all shapes and skin tones. The brand has been a game-changer for underwear and shapewear. Some of its selling points are its innovative styles, accessible pricing, inclusive sizing and diverse shades. With SKIMS, Kim has been able to give women a fashionable choice in underwear. The more retailers invest in these models, the more they will make customers feel like they are shopping in an environment that is welcoming for all. Underwear brands are beginning to offer more variety in shapes, colours and styles, differentiating themselves from competitors and giving women more choices. A

SPACES