Sure, teeny-tiny thongs may have been the definition of sexy back in the 2000s (and, of course, they inspired more than a couple of songs). But, these days, you don't have to look far to see that the fashion pendulum has swung in the opposite direction. Skimpy skivvies are on the decline, and full-coverage underwear is officially back. According to The New York Times, thong sales have decreased 7% over the past year — and, on the flip side, the sales of briefs, boy shorts, and high-waisted panties have collectively shot up 17%. Part of this shift can be attributed to the rise in cool indie brands, which offer a decidedly modern take on the retro underpinnings you'll find in your grandmother's closet. Boutique labels such as Ten Undies and Me and You have capitalized on both the comfort and the style benefits of this new kind of granny panty. Not so coincidentally, fuller-coverage underwear perfectly complements the high-waisted bottoms that are simultaneously experiencing a resurgence on the runway. But, even more important than catwalk trends is the fact that this shift signifies different shopping motives: Many women aren't actually buying panties to impress anyone else. Rather, they're buying a particular style simply because they like it. “Most lingerie is designed to appeal to a man,” Julia Baylis, the designer of Me and You, explained to the Times. “For us, that’s not even a consideration. This is underwear you wear totally for you. Maybe no one will see it, or maybe you’ll put it up on Instagram to share with everyone you know.” In fact, that's clearly a growing movement. Me and You's full-coverage briefs stamped with the word "feminist" across the bottom have inspired hundreds of "belfies" (butt selfies) on social media. Although we'll never ditch thongs entirely, we're glad to see brands are finally recognizing the fact that everyday comfort and style don't have to be mutually exclusive. Stay tuned to see if mega lingerie retailers like Victoria's Secret follow suit. (The New York Times)
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