Indian Lingerie Market Trends 2019
While it might be quite clear which Salwar Kameez or Saree are trending this season, when it comes to Bra, the standpoint is a little less clear. Now, the Indian lingerie market is longing for more practical and realistic styles. So do the numbers actually match this apparent move toward a more comfort-focused future? We asked the experts.
"This season, our buyers have responded well to comfort, and we do well with brands such as Wonder love, who offer vibrant colors and beautiful fabrications to offer a design that fuses comfort with femininity," explains Isha Suri, buyer at Snazzyway intimates. "Hushh, Snazzyway and Eva have also been popular for us. Soft-cup bras are our best-selling shape and briefs outsell thongs. We've also noticed a spike in Babydoll nightwear ."
Fashion insight platform Edited agrees: "In the past few years, the increase in busy lifestyles of Indian women have seen consumers and retailers alike move away from the bust-selling bra styles so popular in the '80s and replaced by Push up bras (the second most-stocked bra style right now) and the softer lines of the triangle bra. Another fascinating progress in the category is the recent increase in best selling dark shades of women's lace panties. In fact, best selling dark shades were up by 78% in the last three months."
So there you go. Apparently, this year has sounded the end for boring lingerie styles (so long, Hipsters and padded bras). But then again, we're not really sorry that comfort is cool right now.