By  on July 23, 2012

Let it all hang out.

Triangle bras, sheer fabrics and a natural-looking silhouette that doesn’t require underwire or padding are increasingly in demand, leading European brands, including Agent Provocateur, Eres, Bodas and Yasmine Eslami, to report an uptick in sales of softer and less-constructed silhouettes. The reasons range from comfort to fashion and aesthetics to changes in the way women project their femininity.

“For the past few seasons, there has been a very strong trend coming through for soft lingerie, for ‘no-bra bras,’ reminiscent of the Seventies, when women wanted to look topless but with a tiny bit of support,” said Gillian Proctor, program leader for Contour Fashion at De Montfort University’s Department of Fashion and Textiles in Leicester, England.


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