High Fashion Pushes Underwire Bras as Outerwear as US Underwire Sales Fall 5 Times Faster
Updated
Updated · The Guardian · Oct 8
High Fashion Pushes Underwire Bras as Outerwear as US Underwire Sales Fall 5 Times Faster
1 articles · Updated · The Guardian · Oct 8
Summary
Prada, Tom Ford and other labels put underwire bras on full display this fashion month, turning lingerie into outerwear as brands try to reignite a weak bra market.
Circana says US bra demand has stagnated since a brief March 2021 vaccine-era bump, with underwire bras now about 52% of the market, down from 57% in 2022.
In the 12 months through August 2026, both underwire and wire-free bra sales fell in the US, with underwire declining five times as fast even as retailers increased promotion.
Edited tracked August mentions of “push” up 60% month on month and “underwired” up 28%, reflecting a broader shift from pandemic comfort toward a sexier, hyper-feminine silhouette.