Metoo and the confinements have been there: women are increasingly a bra, and when they carry, claim comfort and inclusiveness. The brands quickly adapted, without sacrificing the style.
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Is the bra is an extinction species? As the sunny days continue, we continue to see breasts in freedom under the T-shirts. An observation in agreement with the various polls which, for several years, show that the share of women in France which would happen as a bra has constantly evolving. Among those under 25, this phenomenon would even concern more than one in ten Frenchwoman. What give cold sweats to lingerie brands, who wonder: how to sell lingerie to women who seem to no longer want it?
In itself, the “no bra”, which designates the fact of going from a daily bra, is not a novelty: this movement appeared in the 1960s, when women brandished their bra To proclaim their right to abortion or contraception. This trend has resumed the hair of the beast in the wake of the metoo movement at the end of 2017. “For several seasons, the 18-25 year olds, who are our target, claim to do without bras as a liberation from the body, But also as a way of not giving in to the diktat of seduction codes “, Isode Andouard analysis, Director General of the Undiz lingerie claw.
Beyond the feminist claims, the “No Bra” also experienced a big boost with the COVVI-19. “The way of consuming has changed during the confinements,” explains Julie Jamet, Marketing and Communication Director of ETAM. “At home, without the need to go out or go to work, the women realized the comfort that it was to do without a bra,” observes Morgane Lamarre Retoré, manager of lingerie purchases at the Galeries Lafayette. On Instagram, the hashtag #Nobramovment (the movement without bra) now has 1.2 million publications and shows the extent of the phenomenon.
“When sales were complicated in 2020 with closed shops, we really asked ourselves the consequences of these new claims for us in terms of style”, admits Samar Vignals , brand director and products at Aubade. Like most of its historic colleagues, the Corsetier created in 1958 was primarily concerned with improving the comfort of its products. Aubade has strived to banish the components likely to scratch, has developed softer microfiber materials and finishes so that suspenders or reinforcements no longer create traces on the skin, and has expanded its supply of bra without reinforcement. In Etam, the “Bralttes” (strange term which designates models without reinforcement) are also more and more numerous and the sales of the fine lace triangles have doubled since winter 2019.
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