The fashion industry is in a continual state of evolution, where trends that have dominated decades can fall out of fashion in a heartbeat. Some trends, however, create a lasting impact and reshape the industry forever, propelling innovation and a new way of thinking about how we should craft clothing, shifting into a paradigm. An example of one such paradigm is bodywear; a new and developing product category that is a hybridization of multiple contour product categories such as underwear, swim, dancewear, shapewear, activecore, etc. From sports bras and leggings to contoured tops and dresses, bodywear represents a significant shift in the fashion industry, driven by market demands and advancements in fabric technology, bridging the gap between functionality and fashion. It’s not just about undergarments anymore; bodywear encompasses a wide range of clothing designed to enhance comfort, support, and style for the modern individual. Join London Contour Experts as we dive deep into a trend that we predict is here to stay: Bodywear.Â
MARKETING & BRANDINGÂ
The emergence of bodywear is not merely a coincidence; it is a response to the market’s desire for versatile, high-performance clothing. Brands are recognising the potential to fill ‘white spaces’ in the market – unexplored areas that could achieve global popularity. Bodywear caters to a wide range of demographics, touching every age group and body type. This versatility ranges from everyday smoothing underwear to sophisticated layering pieces suitable for various occasions. Modern consumers are well-informed about the fashion industry, demanding transparency and traceability, thus driving circularity. Bodywear offers extensive customisation options, such as adjustable straps, modular designs, and personalised sizing. It also provides fashionable options for often overlooked communities, including those with differing abilities or specific accessibility needs. With growing concerns about the environmental impact of fast fashion, consumers seek sustainable alternatives that reduce their carbon footprint and minimise multiple purchases. Hybrid bodywear fits this demand.Â
Consumers also prefer brands that are transparent about their supply chains and production processes. Product passports, increasingly popular and mandated in some regions, provide transparency about the environmental impact of clothing, boosting demand for eco-friendly options. In the lingerie sector, brands like Chantelle innovate by addressing diverse market needs. Chantelle promotes inclusivity with ‘soft stretch’ materials and their new swimwear line, Chantelle Pulp, which offers comfort and style. This line includes one-size swimwear with adjustable straps and removable pads, enhancing natural curves and providing customisation for all body types. The growth of bodywear is evident in the rise of the 24-hour wardrobe concept. Consumers seek versatile products that transition seamlessly throughout the day. Brands should focus on performance fabrics that offer comfort and durability. Events like Performance Days and Functional Fabric Fair are key platforms for brands and suppliers to meet the growing demand for a 24-hour wardrobe. By leveraging these trends, brands can position themselves as leaders in hybrid bodywear.
FABRIC & PRODUCTÂ
Brands looking to capitalise on the bodywear trend, which fuses underwear, shapewear, dancewear, swimwear, and activewear, should focus on innovative design details and materials. Embrace lightweight knits that offer superior shape retention and comfort. By incorporating fine knit blends, brands can revive materials like wool for its comfort and sustainability.Â
Employing free-cut interlock knits can create innovative constructions that support movement and offer a fluid feel. Using panels that seamlessly transition from front to back can enhance both functionality and aesthetics. Integrating design elements from multi-sport activewear can broaden wearability and appeal. Brands can use mesh and powernet fabrics, which offer excellent elongation, for crossover applications in beachwear and lingerie.
Experimenting with layering super-stretch bras with flexible wires under semi-transparent Jelly knits and bonded edges can add depth to collections. Investing in 3D design technologies can allow brands to offer customised outfits, a trend spearheaded by Japanese knit technologists.
Developing bonding materials for decorative purposes, brands can utilise products from Bemis and Framisitalia, which offer a wide range of colours and stretch-appropriate adhesives.
Incorporating fashion-forward details like cut-out, asymmetric, and halter necklines into bodywear pieces can expand beyond leggings to include dresses and tops. Embracing printed leggings and sports bras as part of the daily wardrobe reflects the need for decorative and functional variants in activewear. Brands should use super stretch fabrics like Jelly knits from Gemma Knits, which conform to the body like a second skin and can feature placed prints that resemble tattoos or body paint. Layering these super-light knits can create visually interesting and functional garments.
Leveraging advancements in digital printing technology can help produce vibrant, fashion-forward designs that appeal to modern consumers. Creating collections that transcend rigid garment classifications can offer pieces that transition between casual, active, and loungewear. Focusing on colours and patterns that blur the lines between masculine and feminine can encourage a more inclusive approach to fashion. Using contemporary fashion colours, such as khaki and warm spice tones, in long cardigans and tunics can complement loungewear. Engaging in cultural conversations and rethinking retail strategies can help brands stay relevant in an evolving market.
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Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing & PR needs and get to know Bodywear Lab for design and production support!
Our family has expanded to include a two new companies. Head to HYSCULPT for all your marketing needs and get to know Bodywear Lab for design and production support!
