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Women’s underwear – a shift in the industry

What do you look for when shopping for new bras and knickers?

The pandemic has, undoubtedly, had a huge effect on our wardrobe – including our underwear. After all, who wants to wear a thong just to sit on the sofa?

But even before COVID-19 hit, the women’s lingerie industry had begun a radical transformation. The ‘sex sells’ philosophy has lost popularity in recent years, with millennials and Gen Z consumers prioritising body positivity and self-care instead. And as a result, slinky sets and lacey panties are being swapped for something completely different…


Ladies underwear available at Tokyo Laundry


Here we take a look at the 3 key things that ladies now look for in their lingerie and explore how our women’s underwear – here at Tokyo Laundry – hits the mark.


3 things that women now look for in their bras and knickers

1. Comfort

The no.1 thing that women want from their underwear today is comfort. Bralettes, seamless pants, and wire-free garments have all made their way onto our lingerie wish list. And from December 2020 – February 2021, sales for triangular bras increased by around 120% and sales for ‘comfy knickers’ went up by about 380% in the UK.

There’s been a complete mindset shift amongst shoppers.

It seems women’s underwear is no longer perceived as something you wear for someone else – but something you wear for yourself. It should be something that you enjoy putting on (not a cheese grater that you dread wearing!). And whilst some of the biggest brands are falling behind in this respect, here at Tokyo Laundry, our bras and knickers certainly meet the ‘comfort’ criteria.


2. Cotton

Cotton underwear is also becoming increasingly popular.

Essentially, this also comes down to comfort. Yes, lace and silk may look very pretty. But they’re not great for feminine health and can lead to a range of no-fun down-south issues. Which is why, knickers made from a breathable fabric – that wicks away moisture – are usually recommended.

Cotton is by far the best option for this. First and foremost, it helps to avoid those embarrassing health issues (keeping yeast infections at bay!). But also, cotton knickers – such as the ones we sell at Tokyo Laundry – are versatile enough to be worn with any outfit, especially if they’re seamless. And they’re still super flattering.


3. Class

Forget about hot pink thongs lined with sequins and gemstones. Or black see-through bras with heavy embroidery, frills and bows. Classy ladies underwear is the way forward. And the more understated it is, the better.

Subtle pastel colourways – such as sage green and baby blue – are incredibly on-trend right now. And in terms of patterns, delicate florals and simple monochrome designs are hugely popular. Again, this falls into the mindset of ‘underwear is for me, not you’. Women want bras and knickers that are cute yet practical. The kind that you can wear day-to-day, whilst still looking nice.


Examples of the women's lingerie made by Tokyo Laundry


Women’s lingerie at Tokyo Laundry

Here at Tokyo Laundry, we have an extensive online selection of women’s underwear for you to choose from. And the good news? It ticks all three boxes. It’s incredibly soft and comfortable. It’s made from a 95% cotton-rich material. And all of our bras and knickers come in a range of classy styles and colours.

Oh, and it’s affordable too! With a three-pack of comfy knickers starting from just £11.99 and non-wired bras available from just £19.99, you really can’t go wrong. It’s possible to completely overhaul your underwear drawer in line with this post-COVID ‘body positivity’ era and not break the bank in the process.

So why not take a look today? And don’t be shy. If you have any questions about the ladies lingerie in our store, please don’t hesitate to get in touch. Just send a message via our online contact form, or send an email to customerservices@tokyolaundry.com and we’ll get back to you ASAP.



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