‘Athleisure’ – the latest fashion trend where people look like they’re ready to run a marathon, when they’re really just nipping out for some milk.
It turns out that our love for wearing a hybrid between athletic and leisure gear – even when we’re not going to the gym, stretches as far down as our undies.
A study by the NPD Group revealed that 41% of Gen Yers had been wearing their sports bras in the past 7 days, compared to 21% of older women.
According to Marshal Cohen, a chief industry analyst of the NPD Group, “Comfort has always been – in the past 50 years – a key driver for bras”.
Gen Yers may not be off burning their bras, but they are swapping the previously popular push-up for sporty cuts, and wireless bralettes – slightly less sporty, more revealing versions of sports bras. Holding up the trend for comfort and Instagrammable underwear are brands such as Victoria’s Secret, Victoria’s Secret Pink, and Forever 21.
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