Has containment swept away decades of unalloyed joy between women and lingerie? With the NO BRA movement relayed by the press and social networks, lingerie was banned from the woman’s wardrobe. We saw Instagrammers lounge in Tshirt and cotton panties and on TIK TOK Braless choreographies with his viral No Bra Challenge.

ANNE LAURE MAIS

STELLA SIMONA

VANESSA HONG

@bri.cookie

@kimya_karandish

@bri.cookie

ANNE LAURE MAIS

STELLA SIMONA

VANESSA HONG

@bri.cookie

@kimya_karandish

@bri.cookie

It necessarily raises the problem of comfort. Pre-existing thought are hard to die and the bra is still perceived as an obstacle to freedom of movement, despite 30 years of innovation. There was stretch materials, molded cups to no longer have seams, free-cut edges to avoid elastic bands that tighten and wires of shape memory. Has all this technology really gone unnoticed by women?

CHANTELLE

CHANTELLE

MAISON LEJABY

OYSHO

ANDRES SARDA

CHANTELLE

CHANTELLE

MAISON LEJABY

OYSHO

ANDRES SARDA

Lingerie has revolutionized its design with new concepts and fabrics to be as close as possible to comfort , without compromising the aesthetics. To no longer have wires that hurt the chest , they are replaced by fully molded foam structures that provide support. The bralette is created to combine the comfort of the Tshirt and the femininity of the bra. Backs are inspired by sport to no longer have falling straps.

VS-SG

PASSIONNATA

LIVY

CHANTAL THOMASS

LIV TYLER

ETAM

VICTORIA’S SECRET

PASSIONNATA

LIVY

CHANTAL THOMASS

TRIUMPH

ETAM

The Body Positive movement has boosted these initiatives by extending them to all body sizes and shapes so that every woman can be proud of her body.

ANN SUMMERS

NUDEA

VICTORIA SECRET

UNDERARGUMENT

ANN SUMMERS

NUDEA

VICTORIA’S SECRET

UNDERARGUMENT

The lingerie was addressed to all the breasts, even the small neglected until then, with variations around the triangle bra. It is the perfect unconstrained shape that can really express all styles of femininity.

COCO DE MER

YASMINE ESLAMI

MAISON LEJABY

UNDERARGUMENT

UNDRESS CODE

MISS CROFTON

COCO DE MER

YASMINE ESLAMI

MAISON LEJABY

UNDERARGUMENT

UNDRESS CODE

MISS CROFTON

So, take advantage of all these abundance of possibilities, live lingerie as a pleasure and not as a constraint. ENJOY!

PASCALE BRIAND
Responsable Style Intimité & Swimwear

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