How Social Changes Influence Lingerie Preferences

Let’s be real — lingerie isn’t just about what looks hot. It’s a mirror of society. Over the past decade, we’ve seen massive shifts in culture, gender norms, and body positivity, and guess what? Lingerie preferences have shifted right along with them. As someone who’s been analyzing fashion trends and consumer behavior for years, I can tell you: what people wear under their clothes says a lot about where we are as a society.

The Rise of Body Positivity

Remember when lingerie ads only featured one body type? Yeah, those days are (thankfully) fading. With the body positivity movement gaining steam on social media, brands are finally embracing diversity. A 2023 report by NPD Group found that inclusive sizing now accounts for over 35% of lingerie sales growth in North America.

Here’s a quick look at how consumer preferences have changed:

Notice something? Even legacy brands like Victoria’s Secret had to adapt — and fast. Their rebrand in 2021, focusing on real women and diverse body types, was a direct response to public pressure and changing values.

Gender Norms Are Evolving

Lingerie used to be marketed strictly as “for women.” But today, non-binary and transgender individuals are reshaping the conversation. According to a 2022 McKinsey study, 18% of Gen Z consumers identify outside the traditional gender binary — and they’re demanding products that reflect their identities.

Brands like TomboyX and Parade are leading the charge with gender-neutral designs, stretch-friendly fabrics, and marketing that ditches outdated stereotypes. Sales for gender-inclusive lingerie grew by 67% between 2020 and 2023, per Euromonitor data.

Comfort Over Couture?

The pandemic changed a lot — including what we want from our underwear. Lockdowns made comfort king. Google Trends shows searches for “comfortable bra” spiked 200% in early 2020, while “wireless bras” have remained consistently popular ever since.

But here’s the twist: comfort doesn’t mean boring. Consumers still want style, sustainability, and self-expression. That’s why eco-friendly materials like TENCEL™ and recycled lace are on the rise. Brands using sustainable practices saw a 40% higher customer retention rate in 2023 (Source: Fashion Revolution).

Final Thoughts

Social change doesn’t happen overnight — but lingerie is proving to be a surprisingly accurate barometer. From body positivity to gender fluidity and sustainability, what we choose to wear underneath reflects deeper cultural shifts. And if you're trying to keep up, the key is simple: listen to people, not just profits.

So next time you’re shopping for lingerie, ask yourself: does this fit me — or does it fit the person society told me to be?