Chest in hybrid mode

Olivia Levy
Pres

According to Stephanie Macpherson, head of lingerie at Laila Boutique on Avenue Laurier, the trend is already to wear bralettes without underwire. “The desire for comfort is now negotiable, and we experienced it at Telework, and it has become essential,” he notes.

“The bralette is making a strong comeback and attracting new customers: women who didn’t wear one before the pandemic and women with large breasts, because now there are more models for larger sizes. Some women would not have dared to wear a wireless bra, but not anymore,” she says. Women at home or in the office. Bralette is worn all the time while working.

Feminism considered

At the same time, there is also a return to more femininity.

“What’s surprising to us is that we’re seeing an increase in dressier underwear, even more feminine, sexier underwear, which is definitely tied to the resumption of outdoor travel and social life,” muses John Izzo, vice president of design and product development. La Vie en rose has 205 stores in 18 countries.

While she noticed an increase in sales of underwire bras during the pandemic, she notes that now the number of underwire bras is on the rise. “Currently, 60% of our bra sales are structured models with underwire and light lining, 25% Push ups And this category is increasing, and 15% are more comfortable models without reinforcement”, he notes. According to him, there was a concentration of soft clothing. “Even when working from home, women do not want to appear that they are too relaxed, so in front of the screen, they choose good chest support. They do.”

Stéphanie Macperson inspires women’s desire to have fun. “We are moving towards a more feminine, which translates into a preference for lace, colors to rediscover the pleasure of femininity, while being comfortable with cottons and silks. »

According to stylist Ariane Simart, comfort depends on soft materials like cotton and sports bras. “I actually see a lot of girls wearing it every day, and I chose the sports version myself,” she says. It’s a habit she picked up during the pandemic and one she’ll keep because sports models have multiple functions. “A sports bra can also be worn under a blouse to go to the office,” notes La V N Rose’s John Izzo. I think women appreciate the versatility of a bra. »

No support, personal preference

And no support? Ariane Simard notes that some people, mostly younger people, have ditched the bra.

Raphaëlle Catteau, 50, never gives up her bra, except when she’s at home. “When I’m alone with my partner and kids, I’ll take it off at the end of the workday, otherwise I’ll wear one, with or without an underwire, it all depends,” she says.

“I don’t see many women wearing nothing, because it’s not always very comfortable for everyone, it’s very personal, but it’s not necessarily pleasant. Depending on the size of the bust, there is a way to gently support,” says Stephanie MacPherson, who has worked in the underwear industry for 25 years.