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Lingerie is “having a moment” during lockdowns. 

Jan 07 2021

Lingerie is “having a moment” during lockdowns. As young consumers continue to lean on loungewear and athleisure, they’re also fueling the lingerie industry. Adore Me reports that sales were up 50% since March compared to 2019, while Journelle saw a 130% increase in the wholesale department and 32% online during the second half of 2020. Meanwhile, men’s undie brand Paper Project was up 438% in fall 2020 compared to the previous year, and revenues at innerwear brands Mary Young and Knix were up last month—with the former seeing 70% year-over-year growth and 80% for the latter. “Sexy underwear” also saw a rise: Figleaves saw a 244% increase in sexy lingerie in November, while Playful Promises saw a 90% rise in sales of “crotchless-style underpants” during the same month. Because of this surge, apparel and luxury brands like Zara, Karl Lagerfeld, and Miguelina are ramping up their intimate offerings. (WWD)