Lingerie Industry Analysis Shows Shift Toward Comfort Wear

Move over, lace and underwires—there's a new trend taking the lingerie industry by storm: comfort. Thanks to shifting consumer priorities and post-pandemic lifestyle changes, more people are ditching restrictive silhouettes in favor of soft, breathable, and body-positive designs. In fact, a 2023 report by Grand View Research values the global lingerie market at $48.7 billion, with projections to grow at a CAGR of 6.2% through 2030. But here’s the twist: the fastest-growing segment? Comfort wear.

Why Comfort Is King (and Queen)

Gone are the days when looking good meant feeling squeezed. Today’s consumers—especially Gen Z and millennial shoppers—are prioritizing well-being, inclusivity, and versatility. They want pieces that transition from home office to errands without sacrificing style. According to a McKinsey survey, 67% of respondents said they now choose bras based on comfort rather than aesthetics.

This cultural shift has pushed major brands like Aerie, ThirdLove, and Parade to lead the charge in redefining what lingerie means. Instead of pushing push-up bras, they’re promoting comfort-first lingerie made from eco-friendly fabrics, seamless cuts, and inclusive sizing (think XS to 4X).

The Data Doesn’t Lie: Comfort Wear by the Numbers

Let’s break it down. The rise of comfort-focused intimate apparel isn’t just a vibe—it’s backed by hard data. Check out this snapshot of recent market trends:

As you can see, traditional wired styles are barely keeping pace, while wireless and athleisure-inspired options are accelerating. Consumers aren’t just buying into comfort—they’re investing in it.

Brand Moves: Who’s Winning the Comfort Game?

• Aerie: With their #AerieREAL campaign and no-retouching policy, they’ve built trust through authenticity. Their sales jumped 22% in 2023, largely driven by demand for unlined, wire-free bras.
• ThirdLove: Known for their 7/8 cup sizing and patented FlexFit technology, they’ve carved a niche in personalized comfort. Over 1.5 million women have used their Fit Finder quiz.
• Parade: This DTC darling uses recycled microfibers and markets directly to Gen Z via TikTok and Instagram. Their $0.50 “Try Before You Buy” model reduced return rates by 30%.

What’s Next? The Future of Lingerie