Women’s lingerie follows ’40-yr cycle’
August 7, 2012 by admin
Filed under Latest Lingerie News
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.
