The 40-year lingerie cycle

LADIES’ lingerie styles follow a 40-year cycle, a saucy new study has
revealed.

Vintage bedroom looks 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.

But new research by bra firm Ultimo found 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
’50s and flew back into fashion during the ’90s with Wonderbra’s Hello Boys
campaign.

And 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 ‘90s.

Ultimo boss and bra queen Michelle Mone said: “Trends come around in lingerie
as they do in fashion and it doesn’t surprise me that it works on a 40-year
cycle.

“It used to be that we changed our lingerie to suit fashions, but now
underwear is setting the styles before outwear.”

Currently the hippest bedroom style is ‘70s style lingerie, with women
clearing the shelves of cut-out bras and sheer, brightly coloured lacy
undies at top stores including Selfridges and Agent Provocateur.

Stars embracing the ‘70s trend include style-setters Madonna, Victoria
Beckham, Nicki Minaj and Rhianna, who have all been snapped wearing the
trend first developed by sex shops in the ‘70s.

High street stores including Primark and MS have recently started selling
their own versions of ’70s undies.

But there is good news for women as the theory predicts G-string knickers
won’t be back in fashion until 2030.

Earlier
this year The Sun told how thong sales were falling by 12 per cent a year as
girls shun uncomfortable undies.

Developed by sex shops in 1970s, now they are the biggest new lingerie trend.

Launched by undies giant Victoria’s Secret in the 1970s, back in fashion now.

The boob-enhancing bras first emerged in 1950s then took off again in the
1990s.

The simple smooth lines of austerity undies were the big trend in the 1940s
but became popular again under tight bodycon dresses in the 1980s.

The corset-style became popular in the 1960s, then trendy again in the 2000s.
Experts say the rise in strapless wedding dresses revived the trend.

The 1960s Mad Men style saw a revival in the 2000s with suspender belt sales
up 65 per cent. Experts claimed it was fuelled by girls following the
burleseque dance craze.

The 1950s trend leapt to fame again in the 1990s with Bridget Jones.

The 1950s ‘pointy bust’ bra made famous by Jane Russell and Marilyn Monroe was
copied by Madonna in the 1990s and saw sales rocket.

First fashionable in the 1920s, the feminine vest-style tops made a comeback
under hippy fashions in the 1960s then were updated again in the 2000s to be
worn under jackets.

The 1930s styles made a sexy comeback in the 1970s and is back in fashion
again now. Virtual versions are even being sold on website Second Life.

From the 1990s, they won’t be back in fashion until 2030.

Share and Enjoy