With evolving consumer expectations and a growing variety of preferences across gender, age, and size, brands are responding with products that deliver on comfort, fit, performance, and aesthetic appeal. As a result, the intimate wear segment—especially lingerie—is thriving as both a necessity and a fashion-forward category.

Market Overview

As of 2024, the global intimate wear market was valued at USD 95 billion and is projected to reach approximately USD 140 billion by 2030, growing at a compound annual growth rate (CAGR) of 6.7%. The lingerie segment, which includes bras, panties, bralettes, and shapewear, represents a significant portion of this market.

Key growth factors include:

• Increased demand for multi-functional, everyday lingerie

• Influence of fashion trends and social media

• Greater availability of inclusive sizing and customization

• Expansion of e-commerce and D2C (direct-to-consumer) brands

The Fusion of Style and Function: A New Lingerie Paradigm

Today’s consumers expect lingerie to be both practical and beautiful. The modern woman (and increasingly, gender-fluid or non-binary shoppers) looks for undergarments that provide comfort throughout the day—without sacrificing aesthetics.

1. Comfort-Driven Innovation

The pandemic-induced lifestyle shift emphasized the need for comfort, and lingerie brands have adapted by:

• Prioritizing wireless bras, light padding, and seamless constructions

• Introducing breathable, stretchable materials like modal, microfiber, and bamboo blends

• Launching versatile bralettes that double as outerwear

Comfort is no longer a bonus—it’s the baseline.

2. Stylish, Layerable Pieces

Functional lingerie is increasingly designed to be seen:

• Lace bralettes, corsets, and bodysuits are worn under jackets or sheer tops

• Athleisure-inspired lingerie, like performance bras and compression underwear, is blurring category lines

• Colors, patterns, and embellishments reflect the season’s trends

Consumers are curating lingerie wardrobes that reflect personal style just as much as their outerwear.

Rising Popularity of Shapewear and Multi-Use Undergarments

Shapewear is no longer about concealment—it’s about enhancement, confidence, and comfort.

• Brands like Skims, Spanx, and Heist have repositioned shapewear as daily wear

• Materials now focus on breathability and flexibility, offering shaping without restriction

• Many shapewear products serve dual purposes—as bodycon outerwear or foundation layers

The growing acceptance and normalization of shapewear—alongside greater size inclusivity—have made it a significant contributor to intimate wear growth.

Technology, Fit, and Customization

Proper fit remains a top priority, and technology is playing a central role in delivering more personalized lingerie experiences:

• 3D body scanning, AI fit algorithms, and virtual try-ons are helping consumers find their perfect size online

• D2C brands like ThirdLove, Cuup, and Pepper specialize in niche sizes and underrepresented fits

• Custom-made or made-to-measure lingerie options are expanding, especially in premium segments

Fit innovation is not only improving customer satisfaction but also reducing return rates—critical for online-first businesses.

Inclusive Branding and Diverse Representation

The modern consumer expects brands to reflect a broad spectrum of identities and body types.

1. Size Inclusivity

• Brands now offer expanded sizing (e.g., XXS to 4XL, cup sizes AA to K)

• Flexible fits and adjustable components are being incorporated to serve diverse shapes

2. Gender Inclusivity

• New lines of gender-neutral underwear and trans-affirming lingerie (e.g., binders, tucking underwear) are gaining traction

• Marketing language is shifting from gendered to body-type-specific messaging

3. Diverse Marketing and Campaigns

• Campaigns increasingly feature real people over traditional models, representing different ethnicities, ages, disabilities, and body types

• Brands like Savage X Fenty, Aerie, and Parade have built strong consumer loyalty through inclusive, relatable storytelling

This movement toward authentic, diverse representation is not just ethical—it’s profitable.

Digital Acceleration and D2C Disruption

Online sales now account for over 35% of intimate wear purchases, and the number is growing. Consumers value the privacy, selection, and convenience that digital platforms offer.

• Virtual fitting tools, quizzes, and AI-powered size recommendations have improved the online lingerie buying experience

• Subscription models and flexible return policies help build long-term customer loyalty

• Social media platforms like Instagram, TikTok, and Pinterest have become critical for trend discovery and brand engagement

Disruptor brands have used direct-to-consumer models to challenge legacy players, often with lower overhead, faster trend cycles, and more agile customer service.

Sustainability as a Differentiator

Eco-conscious shoppers are pushing for sustainable practices across fashion—including lingerie.

• Recycled fabrics (like Econyl®) and organic cotton are being used to create low-impact collections

• Brands are embracing plastic-free packaging, bra recycling programs, and transparent supply chains

• Certifications like OEKO-TEX®, GOTS, and Fair Trade are guiding consumer choices

Sustainability is no longer optional—it’s becoming a core brand value, especially among Gen Z consumers.

Regional Outlook

• North America and Europe lead in demand for premium, inclusive, and sustainable lingerie

• Asia-Pacific is the fastest-growing region, driven by rising incomes, western influence, and e-commerce growth

• Latin America and the Middle East show potential in mass-market and affordable fashion-led lingerie

Conclusion

The global intimate wear market is thriving—driven by the convergence of style, comfort, inclusivity, and technological innovation. Functional yet fashionable lingerie has become an essential part of daily life, extending beyond necessity into the realms of self-expression and self-care.

As brands navigate this competitive and evolving landscape, those that invest in fit innovation, sustainability, digital-first strategies, and inclusive storytelling will be best positioned to shape the future of intimate wear market.