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| August 6, 2012 | Women’s lingerie style follows a 40-year cycle | |
London:Ladies’ lingerie styles follow a 40-year cycle, a new study has revealed. Vintage bedroom looks, which were last fashionable in the 1970s, are back in style, while unflattering
G-strings and bulky padded bras have been pushed to the back of girls’ knicker
drawers. Experts claim outwear clothing takes 50 years for a once fashionable
look to be back in style. The theory, known as Lavers Law, was developed in 1937
by fashion historian James Laver. However, new research by bra firm Ultimo found
that undies trends move ten years faster that other clothing styles as girls seek
out new ways to look sexy and keep their partners interested. Comeback lingerie
styles include padded bras, which were first developed in the 1950s and flew back
into fashion during the 1990s with Wonderbra’s Hello Boys campaign. 1960s ‘Mad
Men’ style stockings and suspenders became popular again in the 2000s as girls
took up the burlesque dance craze. Other frillies following the 40-year rule include
1920s camisoles which began fashionable worn under hippy fashions in the 1960s
and again under suit jackets in the 2000s. And 1950s pointed bras donned by movie
queens Jane Russell and Marilyn Monroe was copied by Madonna in the 1990s. “Trends
come around in lingerie as they do in fashion and it doesn’t surprise me that
it works on a 40-year cycle,” the Sun quoted Ultimo boss and bra queen Michelle
Mone as saying. “It used to be that we changed our lingerie to suit fashions,
but now underwear is setting the styles before outwear,” she added.
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